Larian publishing director says "marketing's dead" because players don't want to be "bamboozled," and "we learned that with Baldur's Gate 3"

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Larian publishing director Michael Douse reckons video game marketing is a thing of the past."

“Marketing is dead,” he said.

It truly is - I can back this shit up, man - There’s no channels anymore.

It doesn’t work.

You used to have marketing, communication, and PR.

Those pipelines are gone.

Now you’ve got the internet.

So their function is also reduced by the fact that players just want to be spoken to.

“Millennials always hated it, and now we have the tools to avoid it,” said Douse.

“The best place to market your game is on the store itself.

Everything else isn’t worth it.

We learned that with BG3it took us awhile.”