Marketing a Game in 2025: Creative Strategies That Deliver

In a neon-lit cyberpunk city, a young person stands among the crowd. They wear a high-tech jacket with glowing details and an illuminated ear device, blending into a vibrant labyrinth of colorful lasers and digital screens.

Marketing a game in 2025 can feel like trying to be heard at a crowded music festival. Even AAA titles are getting lost in the noise and activity. I’m a fanatical Borderlands player, but I didn’t know a 4th sequel was on the horizon until I happened to see someone talking about it. Nothing like the multi-platform, immersive, deep experience of the Borderlands 3 launch.

Brands are pressed for money, time, and staff right now. Gone are the days (at least for now) of the massive, PR-worthy Comic-Con or E3 activations. Creators with big audiences will no longer do stuff for pre-releases or passes to VIP events. And the whole social media ecosystem is filled with news and politics generating epic clutter. So what now?

Characters coming to life

Even with a tight budget, you can create a living, breathing part of your universe that players can engage with outside the game. AI-powered characters can connect with fans and respond to questions. Each character can have their own social media presence, helping you build reach in a unique and compelling way.

Community-Driven Engagement That Feels Fun

Forget community challenges or repetitive in-game tasks. Think real, dynamic engagement. Host fan art contests, meme challenges, or live Q&A sessions.

Events with Personality (Even If They’re Small)

You can still do events without blowing your budget. But skip the big booth setup. Go for experiences, like mini pop-ups, VR theme nights, or game demos at a local venue.

Short, Fast, and Weird Trailers

Attention spans are getting shorter by the second, and your marketing content needs to keep up. Forget the slow, epic build. Grab players with the most insane, bizarre, or visually stunning moments right away.

Micro-Content that Feels Authentic

Instead of just blasting out ads, focus on micro-content that feels real—dev team memes, outtakes, weird bugs (the funny ones), and even candid moments. AAA studios can use this to show the human side of their massive teams, while smaller studios can build a loyal following by being relatable.

Wrapping up

Marketing a game in 2025 is about being creative, building a community, and giving your players something to remember. Whether you’re a tiny indie team, a mid-size studio, or a AAA powerhouse, these strategies can help you punch above your weight.

By Daniel Quentin Zuber

COO | Director of Marketing Strategy and Innovation of 2113 Labs and influencer in trance music and EDM culture on Instagram @therealquentinZ.