Why?

Too many teams still treat marketing as trailers, posts, and ads added at the end of production.

Marketing is not a finishing touch. It shapes how a game is understood, tested, and improved from the very beginning.

That belief led to the creation of The Game Marketing Loop™ by F*MAD. It turns marketing into a continuous and adaptive system instead of a last-minute push.

The Shift: From Funnels to Loops

Traditional models like AIDA and AAARRR were built for e-commerce, not games. They assume players move in simple and predictable steps from awareness to purchase.

Players do not behave that way. They discover, decide, play, refund, return, and share, sometimes all within a single weekend.

The Game Marketing Loop reflects how games truly grow today.
It is not a funnel. It is a living loop.

The Core Systems

The Game Marketing Loop™ by F*MAD is built on two connected systems and a new way of measuring progress.

The Loop itself:
A cyclical model based on testing, learning, and iteration instead of one-way funnels.

The 5Ps for Games:
Classic marketing principles rewritten for modern players and platforms:

• Product = Need + Distinction + Presentation

• Price = Expectation + Value + Self-awareness

• Place = Culture + Context + Focus

• Promotion = Clarity + Precision + Timing

• People = Empathy + Alignment + Trust

From KPI to KBI:
Most studios still track Key Performance Indicators such as impressions, clicks, and conversions. These measure activity, not impact.

The Game Marketing Loop uses Key Behavior Indicators instead. KBIs measure player value through behaviour rather than performance alone.

KBIs reveal what truly drives growth:

• How players discover, decide, and return.

• How communities share and advocate.

• How player actions create real marketing momentum.

This is not about chasing metrics. It is about understanding behaviour and amplifying what matters.

How It’s Used

Studios, educators, and marketing teams use the Game Marketing Loop to stay focused on what truly drives results. The goal is not vanity metrics, but clarity, insight, and momentum.

The framework evolves with every campaign. Each experiment feeds learning, each decision sharpens the loop, and every launch becomes fuel for the next.