Stay ahead of the game with expert insights, proven strategies, and the latest trends in video game marketing from the TheoryCraft team.
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.
Learn how to structure a game marketing budget for a successful launch. This guide breaks down how much to spend on paid ads, influencers, PR, Steam wishlist growth, and post-launch scaling to maximize ROI for indie and AAA games alike.
In today’s UA landscape, success isn’t driven by bigger budgets—it’s driven by better creatives. As platforms like Meta and TikTok rely more on automation, creative testing has become the key lever for performance. A structured UA creative testing pipeline enables teams to rapidly test, learn, and iterate - unlocking lower CPIs, higher ROAS, and scalable growth.
AI is transforming video game marketing, from smarter user acquisition to real-time creative optimisation and personalised campaigns. In 2026, success across mobile, PC, and console depends on how effectively studios leverage AI-driven insights and automation. Discover how AI is reshaping game marketing - and why combining it with human strategy is the key to scaling globally.
Data vs instinct in game marketing isn’t a binary choice - it’s the combination that drives real performance. In 2026, leading video game marketing agencies use data to optimise - campaigns and instinct to create standout creative that resonates with players. From mobile user acquisition to PC and console launches, the most successful games blend analytics with experience to scale effectively in an increasingly competitive market.
Western expansion is the biggest growth opportunity for Asian game studios in 2026. With higher ARPU, massive PC and console markets, and proven demand for Asian titles, success comes down to localisation, creative-led user acquisition, and platform-specific strategy. Discover how a gaming marketing agency can help scale your game globally.
Creative has become the most powerful driver of performance in 2026, replacing traditional targeting as platforms rely on algorithms to find the right players. For mobile, PC, and console games, success now depends on high-impact, gameplay-first ad creative that captures attention fast and converts. A modern gaming marketing agency uses data-driven creative testing to scale campaigns and turn engagement into installs, wishlists, and sales.
Scaling a PC game from soft launch to global success requires more than a great product - it demands a data-driven strategy across wishlists, user acquisition, and creator marketing. A video game marketing agency builds early traction through Steam optimisation, influencers, and paid media, then converts that momentum into a high-impact launch and long-term global scale.
A gaming marketing agency in 2026 does far more than run ads. From user acquisition and creative strategy to global scaling, discover how a modern video game marketing agency drives real growth for mobile and PC games.
We’re back from #GDC2026 and it’s clear the future of video game marketing is evolving fast. From smarter user acquisition strategies to global expansion in mobile game marketing, we had incredible conversations with teams shaping the next generation of hits.
Get in touch with our expert team to discuss your next gaming project.
