2025年度视频游戏营销调查报告

Part of the Bastion Network FOREWORD The games industry is shifting fast — budgets are tighter, competition’s fiercer, andthe fight for attention has never been tougher. Our latest marketing survey reveals a clear picture: the challenges are universal, and soare the moves that get results.Discoverability still tops the list— but it’s no longer justabout being seen. It’s about owning the spotlight in an overcrowded market. Marketers tell us their biggest wins come from: • Laser-focused audience profilingthat speaks directly to the right players.• Creative that lands early— surprising, engaging, and converting from day one.• Storefronts treated like marketing powerhouses— especially Steam. The one-size-fits-all playbook? Dead. From influencer partnerships to Steam events to how studios show up on LinkedIn — therule is simple: authenticity wins. With teams under pressure, marketers are turning totrusted agency partners to deliver bold, performance-driven creative at scale. At Bastion, that’s exactly what we do — and we do it so our partners don’t justcompete… they dominate. We hope you find the report useful. If you have any questions please reach out or comeand see us on the Ukie booth at Gamescom. EXECUTIVE SUMMARY GAMES MARKETING IN 2025:LEANER, SMARTER, LOUDER The world of games marketing isn’t just evolving it’s accelerating. Over the last 12 months, marketers have beenasked to do more with less: tighter budgets, leaner teams, and a market bursting at the seams. Agility is nolonger a nice to have, it’s vital to success. Our latest G2M survey takes the pulse of the industry. The results? Over 60% of respondents bring a decade ormore of publishing experience to the table, but most work in teams of fewer than five. That’s a powerhouse oftalent, stretched razor thin. Discoverability remains the industry’s Achilles’ heel. 31% of respondents expect it to be the top challenge thisyear and it cuts across studio size, region, and budget. Whilst some teams are spending more with agencies(39.9% saw that rise in 2024), 63.9% still say their overall marketing budgets fall short. Interestingly, while the split between publishers (51.3%) and developers (48.7%) is nearly even, their strategies areremarkably aligned. Smaller teams are betting big on standout creative, community momentum, and smart,scrappy partnerships. Steam page optimisation, optimising traffic and store front placement remain highpriorities, proof that a strong store presence still moves the needle. Influencer marketing is the clear core strategic ingredient of successful launches in 2025. Marketers see it as themost effective way to cut through the noise especially organic influencer strategies, now leading all otherchannels in perceived impact. Owned and earned media are dominating, with community management(16.3%) and influencer partnerships (25%) emerging as the secret weapons for both conversion and long-termengagement. Audience insight is becoming the ultimate strategic edge. The most successful campaigns start by pinpointingthe “true audience” and meeting them where they are on genre-specific Discords, through carefully matchedcreators, and with messaging that actually resonates. Despite a third of companies shrinking their marketingteams, 44.4% remain undecided about hiring in the next year. That uncertainty reflects broader market jitters butit’s not stopping savvy teams from pushing forward with smarter audience segmentation and laser-focusedcreator collaborations. There’s a shift in tone, too. The industry is moving away from chasing shiny new platforms and toward buildingtrust, relevance, and creativity across all channels. Storefronts are reclaiming their importance not just as salestools, but as spaces for storytelling. High-impact trailers, sharp capsule art, and narrative-rich and community focused campaigns are making acomeback. And then there’s AI, 2025’s biggest conversation starter. Some see it as a game-changer forproduction and targeting. Others worry about its role in adding more noise to an already crowded market. Butone thing is clear: platforms like Steam, Reddit, and Discord are winning favour as authentic spaces forcommunity-building unlike the increasingly pay-to-play, volatile nature of traditional social media. Lookingahead? Games marketing will continue to fragment. Teams will shrink. Content will get more personal. Discoverability will remain tough. But with sharp creative, the right channel mix, and strong understanding,there’s still huge opportunity for studios big and small to break through and truly connect with players. ABOUT OURRESPONDENTS... 06|ANNUAL VIDEO GAMES MARKETING SURVEY 2025 07|ANNUAL VIDEO GAMES MARKETING SURVEY 2025 FOR YOUR MAJOR TITLES, WHAT IS THE TYPICALSIZE OF YOUR MARKETING BUDGET PER GAME?11 10|ANNUAL VIDEO GAMES MARKETING SURVEY 2025 WHICH OF THEFOLLOWING IS THELEAST IMPORTANTGAME TYPE FORYOUR BUSINESSRIGHT NOW?24 HOW DO YOU SEE THE VIDEO GAME INDUSTRYEVOLVING OVER TH