Do you want to become a video game marketing professional? The message from Antoine Cohet, sponsor of the Gaming Business School, to our future students.
Antoine Cohet has been at Electronics Arts for 12 years. He is currently Head of Marketing and Communication France and Benelux at Electronic Arts in Lyon.
The behavior of gamers has changed both in the way they play, share, learn and even compete in competitions. Video game marketing is attentive to new trends and adapts to these new behaviors. These important changes are accentuated by the explosion of digital, especially by video platforms like Youtube or Twitch, but also social networks like Facebook, Twitter, Snapchat and Instagram.
Our role is to be attentive to the needs of our players and therefore to be present where they are while trying to innovate and surprise them.
If you want to become a good marketer, and especially a good product manager, there are two essential things to consider:
– Listen to its consumers, the gamers in this case for the video game industry, and adapt to their behavior and their desires. We must above all avoid the obvious mistake of marketing for oneself.
– I like the rule of 1/3, 1/3, 1/3: in summary, the success is to do 1/3 of what works already, 1/3 improvement of existing actions and 1/3 innovation in marketing: it avoids going completely into the unknown, while challenging and innovating.
It requires a lot of curiosity, analytical skills and taking a step back. The inspiration can come from our company, from the sector but also from related sectors such as new technologies, lifestyle or the media for example.
The marketing professions offer very good prospects to young graduates who will be trained in a school dedicated to this highly technical sector. First, because they will have acquired a complete vision of the sector: managerial, creative and technical, then because they will be trained in digital marketing, skills which are highly sought after today.