Game Marketing Services
39 studios and agencies in this directory offer game marketing. Below: which marketing jobs are worth outsourcing, how engagements are usually structured, and the metrics to agree before anybody spends media budget.
Game marketing outsourcing covers several jobs with very different economics. Store presence work, meaning the capsule art, screenshots, store copy and page structure on Steam or the mobile stores, is a fixed piece of craft with a lasting effect on conversion. Trailers and capture are production work. User acquisition is media buying, paid on a percentage of spend or a retainer. Community and social is ongoing labour. PR and influencer outreach is relationship work with unpredictable timing.
The order matters. Paid acquisition into a store page that converts badly burns money at a fixed rate. Fixing the page first is cheap and compounds. Most teams get better returns from store presence and a strong trailer than from an equivalent amount spent on early UA.
How marketing engagements are structured
Three models cover most of the market, and each fails in a different way if you pick the wrong one.
- Fixed project: a trailer, a store page refresh, a press kit. Clear deliverable, clear price, easy to judge.
- Monthly retainer: community management, social, ongoing content. Buys attention over time; needs a defined scope or it silently expands.
- Percentage of media spend: standard for user acquisition. Aligns the agency with spending more, so pair it with a hard target on cost per install or return on ad spend.
Agree the measurement before the spend
The most common failure in outsourced game marketing is not bad work, it is unmeasurable work. Before any campaign starts, agree what the target is, how it is measured, and who owns the dashboard. For a launch that usually means wishlist velocity and store conversion rate. For a live mobile title it means cost per install against day-7 retention and return on ad spend, not installs on their own.
Insist on access to the raw analytics rather than a monthly slide deck. If the agency owns the ad accounts and the attribution setup, you cannot verify the numbers and you cannot leave without losing history. Own your ad accounts, your store console, and your analytics property, and grant the agency access to them.
What to check before signing
- Have they marketed games in your genre and on your platform? Marketing a premium PC strategy game has almost nothing in common with marketing a hybrid-casual mobile title.
- Ask for before-and-after numbers on a past client, not a list of logos.
- Confirm who owns the ad accounts, pixels, and attribution configuration.
- For UA, agree a target cost per install or return on ad spend and a spend ceiling in writing.
- For community work, define response time and escalation rules, since community is where a bad day becomes a public one.
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Marketing outsourcing: common questions
What game marketing work is worth outsourcing?
Store presence, trailers and capture, user acquisition media buying, community management and PR outreach all outsource well because each needs specialist tooling or relationships. Strategy and positioning are harder to hand off, since they depend on knowing the game deeply. Start with store page and trailer work, which compound and are easy to judge.
How are game marketing agencies paid?
Three common models: fixed project fees for defined deliverables like a trailer or store page refresh, monthly retainers for community and social work, and a percentage of media spend for user acquisition. Percentage-of-spend aligns the agency with spending more, so pair it with a hard cost-per-install or return-on-ad-spend target.
What should I measure when outsourcing game marketing?
Agree targets and ownership of the dashboard before spend begins. For a launch, track wishlist velocity and store conversion rate. For a live mobile title, track cost per install against day-7 retention and return on ad spend rather than raw install counts. Insist on raw analytics access, not monthly summary decks.
Should the agency own my ad accounts?
No. Own the ad accounts, store console and analytics property yourself, and grant the agency access. If the agency owns them you cannot independently verify performance, and changing partners means losing campaign history and attribution configuration. This is worth settling before the contract is signed rather than during an exit.
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