“Marketing is dead,” he shared with PC Gamer. “Marketing is dead. It truly is – I can back this sh*t up, man. There are no channels anymore – it doesn’t work. You used to have marketing, communication, and PR. Marketing was essentially a retail theory – you were trying to get your box on the right point of the store shelf, and you have partnerships with retail stores. Those pipelines are gone.
Now you’ve got the internet. Nobody is looking at ads anymore … all of the channels that we would usually market through are no longer really viable. So their function is also reduced by the fact that players just want to be spoken to. They don’t want to be bamboozled – they just want to know what you’re making and why you’re making it and who it’s for.”