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Game MarketingInsights

Stay ahead of the game with expert insights, proven strategies, and the latest trends in video game marketing from the TheoryCraft team.

Latest Articles

The Best Paid Media Channels for Driving Steam Wishlists
Paid Media
Jan 1, 19701min read

The Best Paid Media Channels for Driving Steam Wishlists

Wishlists are the currency of a successful Steam launch, but not every paid channel converts gaming intent the same way. We break down the strengths and weaknesses of Meta, TikTok, Reddit, YouTube and X alongside emerging channels like WEBTOON and Achievo, plus a budget framework for building the right mix at each stage of your campaign — and why culturalization matters for Asian studios entering Western markets.

#Steam Wishlists#paid media#paid social+10 more
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Steam Festival Marketing: How to Maximise Next Fest Performance
Steam Marketing
Jun 12, 20261min read

Steam Festival Marketing: How to Maximise Next Fest Performance

Steam Next Fest can generate more wishlists in a single week than months of traditional marketing—but only for games that arrive prepared. Discover how to maximise Steam festival performance through wishlist growth strategies, demo optimisation, influencer marketing, paid user acquisition, and Steam store page optimisation. Learn how to turn Next Fest visibility into long-term momentum, stronger launch results, and sustainable success for your PC game.

#Steam Markmeting#Steam Next Fest#Video Game Markmeting
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How to Get More Steam Wishlists in 2026
Video Game Marketing
Jun 5, 20261min read

How to Get More Steam Wishlists in 2026

Steam wishlists remain one of the most important predictors of PC game launch success in 2026. From Steam page optimisation and Steam Next Fest preparation to influencer marketing, paid user acquisition, and community building, developers need a strategic approach to stand out in an increasingly competitive market. Discover proven tactics to grow your Steam wishlists, improve visibility, and maximise launch-day sales.

#Steam Wishlists#Video Game Marketing#Marketing+2 more
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Culturalization vs Localization: Why It Matters in Game Marketing
Video Game Marketing
May 22, 20261min read

Culturalization vs Localization: Why It Matters in Game Marketing

Game localization helps players understand your game — culturalization helps them connect with it. In today’s global gaming market, translation alone is not enough to drive installs, wishlists, and engagement. Successful game marketing now requires region-specific creatives, influencer partnerships, community management, and user acquisition strategies that resonate culturally with local audiences across mobile, PC, and console gaming.

#culturalization#game localization#gaming marketing agency+2 more
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How to Build a High-Performing UA Creative Testing Pipeline
Creative
May 5, 20261min read

How to Build a High-Performing UA Creative Testing Pipeline

In today’s UA landscape, success isn’t driven by bigger budgets—it’s driven by better creatives. As platforms like Meta and TikTok rely more on automation, creative testing has become the key lever for performance. A structured UA creative testing pipeline enables teams to rapidly test, learn, and iterate - unlocking lower CPIs, higher ROAS, and scalable growth.

#performance marketing creatives#ad creative optimization#gaming user acquisition strategy+3 more
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