Stay ahead of the game with expert insights, proven strategies, and the latest trends in video game marketing from the TheoryCraft team.
GTA 6 launches 19 November 2026, and it will reshape Q4 for every other game. Here's how studios should plan release windows, UA spend, creator campaigns and Steam wishlists around the biggest launch of the decade.
UA Creative Strategy: Why Your Best Ads Come From One Team, Not Two Most studios split creative and performance marketing into separate teams by default - and it quietly caps UA performance. Creative gets briefed on brand instead of data, performance optimizes bids instead of the thing that actually moves the needle, and winning ads take weeks to replace instead of days. Here's how Theorycraft merges the two into one team, one metric, and one fast feedback loop.
Wishlists are the currency of a successful Steam launch, but not every paid channel converts gaming intent the same way. We break down the strengths and weaknesses of Meta, TikTok, Reddit, YouTube and X alongside emerging channels like WEBTOON and Achievo, plus a budget framework for building the right mix at each stage of your campaign — and why culturalization matters for Asian studios entering Western markets.
Gamescom 2026 wrapped in Cologne, and the show floor delivered a clear verdict: clarity beats spectacle, creator seeding beats last-minute press, and Steam pages need to be conversion-ready before the booth opens. We break down what stood out this year - including the growing gap between Asian studios doing full culturalization versus simple translation - and what it means for anyone planning a 2027 Western market entry push.
Gamescom is the biggest week on the gaming calendar - but showing up unprepared burns a week and a budget with nothing to show for it. Here's our checklist for getting the most out of the show, from pitch and press outreach weeks out to follow-up after the doors close.
Gaming generates more revenue than movies and music combined - and the audience playing isn't who most Western marketers picture. We break down the numbers on revenue, demographics, and attention that matter for any brand entering the West.
Theorycraft's second year at ChinaJoy delivered deeper partner relationships and a wave of new studio conversations - a clear signal that demand for Chinese-to-Western gaming expansion is accelerating.
Localization translates a game. Culturalization makes it resonate. Learn the key differences - and why both matter for successful game marketing.
Theorycraft returns to ChinaJoy 2026 (July 31-Aug 3, Shanghai) at Hall W4, Booth E505. Helping Asian companies expand West through paid media & partnerships.
Most Steam influencer campaigns fail because they chase views instead of wishlists. Here's what separates campaigns that actually move the algorithm from ones that just burn through free keys - from timing around Next Fest to picking the right creator tier for your budget.
Most indie developers spend months building their game and minutes on their Steam page. In this post, we break down the eight most common reasons Steam pages fail to convert visitors into wishlists - and what to do about each one.
Learn how to market your game on Steam in 2026. This complete Steam marketing guide covers store page optimisation, wishlists, Next Fest, influencer marketing, paid UA, and launch strategy for indie developers.
Steam Next Fest can generate more wishlists in a single week than months of traditional marketing—but only for games that arrive prepared. Discover how to maximise Steam festival performance through wishlist growth strategies, demo optimisation, influencer marketing, paid user acquisition, and Steam store page optimisation. Learn how to turn Next Fest visibility into long-term momentum, stronger launch results, and sustainable success for your PC game.
Steam wishlists remain one of the most important predictors of PC game launch success in 2026. From Steam page optimisation and Steam Next Fest preparation to influencer marketing, paid user acquisition, and community building, developers need a strategic approach to stand out in an increasingly competitive market. Discover proven tactics to grow your Steam wishlists, improve visibility, and maximise launch-day sales.
Game localization helps players understand your game — culturalization helps them connect with it. In today’s global gaming market, translation alone is not enough to drive installs, wishlists, and engagement. Successful game marketing now requires region-specific creatives, influencer partnerships, community management, and user acquisition strategies that resonate culturally with local audiences across mobile, PC, and console gaming.
Get in touch with our expert team to discuss your next gaming project.
