Local issues and global challenges: understanding marketing within the Trans-Tasman video game industry

Abstract

While there is a growing body of literature concerning video game production by smaller developers, there has been little examination of their marketing and business practices. This article presents the first exploration of the marketing skills, knowledge, and practices within the Trans-Tasman video game industry. Data was collected from thirty-three video game developers across Australia and New Zealand utilizing semi-structured interviews and analyzed using thematic analysis. It was found that, despite developers generally recognizing the importance of marketing, their marketing skills, knowledge, and practices were mixed and uneven. While some developers were undertaking integrated activities such as evaluation and brand management, others did not understand how to. The findings and insights generated have contributed to understandings about Trans-Tasman video game production and have begun to address an important knowledge gap concerning video game developers’ marketing skills, knowledge, and practices.