Ben Joy

Etch

A seasoned games marketer with over 10 years experience, Ben has worked with some of the biggest studios and publishers in gaming. Heading up the gaming division of Etch, he has worked on numerous high-profile announcements and supported teams through both games and studio marketing and positioning. Etch are two time nominees of the Develop Star Marketing Star Award, and Ben has previously been recognized in the MCV 30 under 30 list – back in 2022, when he was still young enough! 

Ben Joy is speaking at the following session/s

A Guide to Revealing Your Unannounced Game

Announcing a game for the first time is an exhilarating yet stressful endeavor. After dedicating months, or more likely years, to development, the time finally arrives to make that crucial first impression. Whether presenting on a big stage, participating in an online showcase, or unveiling solo, the process involves a number of considerations, increased involvement from various parties, and the imperative of secrecy. 

In this session, we'll explore the essential steps necessary for a successful announcement. While we won't delve deeply into game development specifics, we'll cover leak prevention strategies, optimal trailer creation practices, website and store page setup, supporting marketing campaigns, ideal timing, licensing, and establishing launch goals. Understanding that success metrics vary for each launch, we'll discuss how to define success, tailored to your specific circumstances. 

Additionally, we'll address teamwork dynamics—how external partners can best support studios/publishers and vice versa—to maximize collaboration efficiency.

This talk doesn't aim to trivialize the significance of the moment; rather, it is intended to offer reassurance drawing from firsthand involvement in numerous high-profile announcements, and equip you with the confidence that, ultimately, everything will fall into place. 

Session Takeaway