PixelJunk director: Games marketing “narrowly focused” at “the people who read NeoGAF”

Monday, 1st February 2010 09:46 GMT By Patrick Garratt


PixelJunk Racers and Monsters director Rhod Broadbent has spoken out against current promotion methods, saying the norm is to aim at accruing sales from “the people who read NeoGAF”.

The exec, speaking to VG247 at the developer’s Kyoto offices, warned that not enough games are being pushed to audiences beyond the core.

“What I see in the world of gaming is that it’s very narrowly focused,” he said. “And it’s marketing to the same people that are gonna buy games over and over again. And there are very few companies that are pushing beyond those limits – trying to actually get outside the people who read NeoGAF.”

The exceptions prove the rule, obviously.

“I mean, you can do it sometimes; Modern Warfare does it very well, and Halo does it very well. They’re huge games with a lot of money behind them. But still, I think a similar type of person is buying those games,” Broadbent added.

The developer went on to say that “every gamer” wants the “cool things, the little things, to be huge and successful”.

PixelJunk Shooter director Shouichi Tominaga added that “it’s a mistake for developers in general to trust marketing.”

He said: “Marketing defines the boundaries for what’s ‘good,’ and then tells the developer to make that. So don’t trust marketing too much with that side of it.”

Q-Games’ PixelJunk series is self-published in Japan, while Sony handles promotion for the acclaimed games elsewhere.

The company’s latest from the property, Pixeljunk Shooter, released in December for PS3.



  1. NGCes26294BIV

    “Marketing defines the boundaries for what’s ‘good,’ and then tells the developer to make that. So don’t trust marketing too much with that side of it.”

    What a crock of sh*t.

    Once game concepts are ALREADY in development, it’s the BRAND teams that help define the marketing strategy (in terms of how the game is represented), and they work WITH both the marketing and development teams to decide how best to market the title.

    And on what planet did Halo or MW market to players outside of the NEOGAF crowd? All I remember are lots of trailers and adverts focussed on war and killing. Good adverts, granted, but hardly preaching to the unconverted.

    I suppose Nintendo’s Wii adverts over the last three years have all been tailored to the hardcore then? Pfft.

    Seriously, I’m really tired of game industry ‘professionals’ over-generalising issues to which they have very little knowledge. No Rhod, not ‘every gamer’ wants the little things to be huge and successful. Although being a ‘little’ developer, I’m sure you’d like that to be the case.

    /and relax.

    #1 5 years ago

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