GamesRPGBaldur’s GateBaldur’s Gate 3Larian publishing director says “marketing’s dead” because players don’t want to be “bamboozled,” and “we learned that with Baldur’s Gate 3"When you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.
GamesRPGBaldur’s GateBaldur’s Gate 3Larian publishing director says “marketing’s dead” because players don’t want to be “bamboozled,” and “we learned that with Baldur’s Gate 3"When you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.
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(Image credit: Larian Studios)
Larian publishing director Michael Douse reckons video game marketing is a thing of the past.”
Douse sat down withPC Gamerand other developers as part of a broad conversation about the industry at GDC, and when Warframe creative director Rebecca Ford opined, “actual players don’t want to be marketed to,” Douse launched into a lengthy response in agreement.
Slay the Spire developer Casey Yano reflected on the natural human behavior that is avoiding ads like the plague. “From a very young age, when I saw an advertisement I was like, ‘why isn’t AdBlock blocking this?'” said Yano.
“Millennials always hated it, and now we have the tools to avoid it,” said Douse. “The best place to market your game is on the store itself. Everything else isn’t worth it. We learned that with BG3—it took us awhile.”
Douse is right to say he can “back up” his claim that video game marketing isn’t as crucial as it once was, as Baldur’s Gate 3 was released with very little promoting from Larian and became on of the biggest games of 2023. Meanwhile, The Rogue Prince of Persia developer Evil Empire is taking a page from Larian’s book, with marketing manager Matt Houghtonrecently saying, “even Baldur’s Gate 3 became so good because of Early Access.”
After 700 hours in Baldur’s Gate 3, GR’s Heather Wald is playing Dragon’s Dogma 2 with Astarion at her side.
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1Nemesis review: “A magical sense of tension”
1Nemesis review: “A magical sense of tension”
1
Nemesis review: “A magical sense of tension”
2Arcs review: “A whole lot of game in a small package”
2Arcs review: “A whole lot of game in a small package”
2
Arcs review: “A whole lot of game in a small package”
3Path of Exile 2 review: “A stellar start to a thrilling and brutal dark adventure”
3Path of Exile 2 review: “A stellar start to a thrilling and brutal dark adventure”
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4Indiana Jones and the Great Circle review: “The best adventure Indy has embarked on in over 30 years”
4Indiana Jones and the Great Circle review: “The best adventure Indy has embarked on in over 30 years”
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5Marvel Rivals review: “So preoccupied with trying to be like Overwatch that it forgets to play to its own strengths”
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1Sonic the Hedgehog 3 review: “Keanu Reeves as Shadow is wasted whilst Jim Carrey steals the show”
1Sonic the Hedgehog 3 review: “Keanu Reeves as Shadow is wasted whilst Jim Carrey steals the show”
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2Mufasa: The Lion King review – “It’s no Hakuna Matata but this Disney origin story is a class above the 2019 movie”
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3Kraven the Hunter review: “The insistence on an R-rating helps save this, with a decent helping of bloodthirsty action”
3Kraven the Hunter review: “The insistence on an R-rating helps save this, with a decent helping of bloodthirsty action”
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4The Lord of the Rings: The War of the Rohirrim review – “An uninspired expansion of the most iconic screen take on Tolkien”
4The Lord of the Rings: The War of the Rohirrim review – “An uninspired expansion of the most iconic screen take on Tolkien”
4
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5Nightbitch review: “Amy Adams' disappointing dark comedy is all bark and no bite”
5Nightbitch review: “Amy Adams' disappointing dark comedy is all bark and no bite”
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1Squid Game season 2 review: “Secures its place as one of the best shows on television right now”
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2Doctor Who 2024 Christmas special review: “Ncuti Gatwa is as magnetic as ever in this delightful festive treat”
2Doctor Who 2024 Christmas special review: “Ncuti Gatwa is as magnetic as ever in this delightful festive treat”
2
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3Secret Level review: “An uneven experience with serious highlights that ultimately make up for the misses”
3Secret Level review: “An uneven experience with serious highlights that ultimately make up for the misses”
3
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4Skeleton Crew review: “Perfectly captures the vibes of classic Star Wars with a swashbuckling twist”
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4
Skeleton Crew review: “Perfectly captures the vibes of classic Star Wars with a swashbuckling twist”
5Creature Commandos review: “James Gunn’s heartwarming, R-rated tale about super-monsters proves that the DCU is in good hands”
5Creature Commandos review: “James Gunn’s heartwarming, R-rated tale about super-monsters proves that the DCU is in good hands”
5
Creature Commandos review: “James Gunn’s heartwarming, R-rated tale about super-monsters proves that the DCU is in good hands”