Marketing AAA Games: Why Positioning Beats Advertising скачать в хорошем качестве

Marketing AAA Games: Why Positioning Beats Advertising

Pierre Miazga, Studio Marketing Director at Ubisoft Bordeaux, reveals how AAA game studios market products in an industry releasing 52 games per day. In this episode, Pierre breaks down the difference between embedded development marketing and traditional go-to-market campaigns, explaining how Ubisoft turned Assassin's Creed Mirage into a 10 million player success by targeting exclusively hardcore fans instead of broadening their message. Learn how marketing teams can function as "enablers" rather than sellers, why positioning work matters more than advertising tactics, and how Ubisoft brings players into the studio under NDA to co-create games before they're revealed. Pierre also shares why his marketing team includes artists and technical specialists, how they compete for attention rather than market share, and the framework for balancing player expectations with creative surprise across 3-4 year development cycles. This conversation is essential for consumer marketers working on complex products, building in competitive categories, or embedding marketing into product development processes. TIMESTAMPS: 0:00 - Introduction: Marketing AAA games in a saturated market 2:05 - Pierre's background and journey to Ubisoft Bordeaux 3:16 - Marketing as "enabler" vs. seller in game development 4:38 - Assassin's Creed Mirage: Building a legacy title for fans 6:25 - Balancing player expectations with creative surprise 8:10 - The 3-4 year game development cycle and marketing's role 10:02 - 20,000 games released annually: The competition challenge 12:02 - Competing for player time, not just against other games 13:51 - Player co-creation: Bringing gamers into the studio 17:28 - From publishing to development marketing: Key differences 19:30 - Why audience-first design prevents product failure 21:22 - Building cross-functional marketing teams with artists 23:08 - Hybrid work and protecting creative collaboration 26:42 - Positioning vs. advertising in product development 30:54 - Rainbow Six Siege: Taking creative risks that pay off 32:25 - Narrow targeting strategy: 10M players from fan-focused marketing 34:32 - How to test Ubisoft games and play Assassin's Creed Mirage 🔗 Connect with Pierre Miazga:   / pierre-miazga-b3945243   🎙️ The Future of Consumer Marketing: Masterclass Edition is produced by Global Talent (www.globaltalent.co) - helping fast-growing teams hire exceptional remote talent. Subscribe for more episodes with consumer marketing leaders sharing actionable insights and proven strategies. Produced by Global Talent Co: www.globaltalent.co For podcast listener discount on hiring: Visit GlobalTalent.co, click "Start hiring" and mention the podcast listener discount. #gamemarketing #productmarketing #consumermarketing #ubisoft #assassinscreed #marketingstrategy