LARIAN'S MICHAEL DOUSE DECLARES 'MARKETING IS DEAD' FOR BALDUR'S GATE 3

What is the current marketing approach for video games according to industry experts?

The contemporary marketing strategy for video games has shifted away from traditional advertising. Michael Douse, the Publishing Director at Larian Studios, claimed that traditional marketing is 'dead' and that today’s players are not receptive to typical ads. Instead, a more direct approach to reaching gamers is necessary, where transparency about the game's creation and purpose is key. The game stores themselves are increasingly significant in marketing games, with other channels proving less effective.

Larian Studios, known for their critically acclaimed series 'Baldur's Gate,' has gathered numerous awards for their latest entry, 'Baldur’s Gate 3,' while fostering a critical view on industry practices like mass layoffs and the value of Early Access releases. Their recent experiences have proven more player-centric, direct forms of promotion to be more rewarding in today’s gaming landscape.

Baldur's Gate 3, developed by Larian Studios, continues the legacy of the classic RPG series. These games are known for their deep storytelling, challenging tactical gameplay, and extensive character customization. Larian Studios took over the franchise and has infused it with their signature style, much like they did with the Divinity series, enhancing the role-playing experience while respecting the essence of the original games. The anticipation around 'Baldur's Gate 3' was high up to its release, especially since it was following up after the success of 'Divinity: Original Sin 2.'