Fundamentals

of Game Marketing

Game Marketing is not a funnel, it’s a loop.

Stop pushing and start designing for momentum.

In an industry where 40-50% of Steam launches are dead on arrival, creative talent isn't enough. Fundamentals of Game Marketing provides a definitive framework for navigating the paradigm shift from $200M+ AAA models to the new era of indie success.

This book breaks your strategy into two unified frameworks:

Defining Your Strategy: The 5Ps of Game Marketing

Go beyond the classic 4 Ps to include People the alignment between your team, investors, and community that determines your long-term viability.

A pentagonal diagram titled 5Ps of Game Marketing by F*MAD, featuring Promise at the center, surrounded by Product, People, Price, Place, and Promotion.

Scaling for Growth: The Game Marketing Loop™

Navigate the 10 critical stages of the player journey, from initial Awareness and Evaluation to Retention and Referral. Learn how to manage Attention Decay and Market Erosion during the pre-launch phase so your "Potential" turns into "Momentum" instead of "Refunds".

The Game Marketing Loop by F*MAD showing a continuous infinity cycle of the player journey, including stages from Awareness and Sales to Retention and Referral.

Building Momentum: The Pre-Launch Marketing Phase

This diagram illustrates the linear progression from Awareness to Action over X-Time, highlighting the critical impact of Attention Decay (Z) and Market Erosion (Y) on your conversion into Prospects

A linear timeline diagram of the F*MAD Game Marketing Loop Pre-Launch Phase showing the journey from Awareness to Action over X-Time, while managing Attention Decay (Z) and Market Erosion (Y)

Stop guessing and assuming. Marketing thinking begins with your first prototype, not your last trailer.

By: Lukas Freijd

2025-10-20

The book is currently in production and should be done Q2 - 2027.