If you have a passion for digital marketing and enjoy working with brands, there are plenty of opportunities in the video game industry for you to jump into. According to Payscale, a global human resources company specialising in the video game industry, the demand for marketing jobs will increase by 12% year from 2019 to 2025.
Wondering how to get a job in marketing in the video game industry? Here’s a short guide that will help you get started. It covers everything from what career path to take, to where to look for jobs, and how to impress the interviewers.
Find a Niche
Unless you’re an experienced marketing professional, starting out in the video game industry can feel a little overwhelming. The sheer volume of specializations and specialised jobs can seem almost infinite. What’s more is many game companies are struggling with brand reputation issues and growing pains that mean there’s plenty of jobs to go around. All of this makes it harder for beginners to break in to the industry.
If you can, it’s advised that you try and find a niche in which you can shine. This is especially important if you’re aiming for a senior position, as you won’t be able to progress in your career if you don’t have a strong niche. It’s also important to note that a niche doesn’t necessarily mean you’ll have to target a specific audience or group of people. It just means that you’ll be able to specialize in a particular area of digital marketing and gain new skills and experience that can be applied elsewhere.
For example, if you have a knack for research and have a lot of experience in data analysis, a marketing job at a gaming company that focuses on behavioural research could be a perfect fit. Or if you have a passion for writing and have a lot of experience in copywriting, you could look for a position at a game company that focuses on in-game messaging or trailers.
Specialize In The Gaming Space
One of the best things about the video game industry is that it’s such a diverse space. Although there are a number of similarities between game development and publishing, each sector is completely different. This means that no matter which stage you’re in, you’ll have the opportunity to specialize and grow as a marketer.
One of the biggest differences between the development and publishing sides of the industry is the way marketing is approached. In the former, marketers are typically the ones who come up with the ideas for what games should be developed. On the other hand, in the latter, marketers usually have to work within the confines of what’s already been created by developers. This can mean that the role is more tactical and closer to the product itself.
However, this doesn’t mean that you have to start out in development or publishing to be able to specialize in the gaming space. Plenty of marketers have found their way into the industry through different pathways, so you have plenty of options. Here’s a quick guide to the different options and the pros and cons of each.
Get A Graduate Degree
If you want to break into the industry as a marketer, you’ll have to put in the hard work. Although there are plenty of opportunities, it still won’t be easy. That’s why it’s advised that you get a graduate degree in marketing. This will give you the theoretical and practical knowledge that you need to begin your career. It also means you’ll be able to showcase your skills and expertise to prospective employers. A degree in marketing will also prove you’re capable of taking on the role of a senior marketer.
Even if you don’t have the budget for a graduate degree, you can still get the theoretical knowledge you need with a lot of online learning. There are plenty of resources available to help you gain the practical knowledge you need to shine in your role as a digital marketer. For example, you can take a course in digital marketing, and even if you can’t afford a graduate degree, you’ll still be able to move forward in your career.
Join A Trade Association
One of the best things about the video game industry is that it’s such a collaborative space. If you want to specialise in the marketing sector, this is the place to be. Not only will you be able to collaborate with other professionals in the industry, but you’ll also be able to network and meet people who can help you get started in your career. You’ll find many different organizations that represent marketers and advertising practitioners in the video game industry. Some of these are:
- The Advertising/Marketing Association
- The Entertainment Advertising Marketing Association (4A’s)
- The Video Game/Mobile Marketing Association (VG/MobileMAA)
- The Association of Online Marketing Agencies (4A’s)
- The Global Online Marketing Summit
- The Interactive Advertising Bureau (IAB)
If you want to get started in the marketing sector, join a trade association. These are great places to find jobs, training, and even special events where you can showcase your skills and gain experience. Don’t just look at the obvious options – there are a lot of smaller associations and niche groups that you can join that will gain you access to a different audience. Plus, being a member of these groups gives you the opportunity to get involved and promote change within the industry. The more members of these groups that get involved, the more influential you can become in your market segment and the more opportunities you can find.
Look For Side Jobs
Even if you’re still studying at university, you shouldn’t be limited to applying for marketing jobs only. There are plenty of other ways to get experience in the sector and even make a little extra cash. One of the best things about the video game industry is that it’s a 24/7 environment. Although we might not always get the opportunity to look at our phones and see the sun shining, the games themselves give us the chance to escape and enjoy life. This means that even when we’re not working, we can find the time to look for jobs or take on side projects.
If you have a passion for marketing and enjoy working with brands, there are plenty of opportunities in the video game industry for you to jump into. Specialising in the space will give you the theoretical and practical knowledge that you need to begin your career. You’ll also be able to showcase your skills and expertise to prospective employers. If you can, try and find a niche in which you can shine. This is especially important if you’re aiming for a senior position, as you won’t be able to progress in your career if you don’t have a strong niche. It also means you’ll be able to specialize in a particular area of digital marketing and gain new skills and experience that can be applied elsewhere.