ENTER THE INDIE DISRUPTORS As bigger studios chase predictable returns, a different wave is cutting through. Games that are not AAA, but also are not scrappy indies – somewhere in the middle. What defines them is not budget, it is intent. Claire Obscur: Expedition 33, Balatro, and Blue Prince all show what happens when creative vision leads. Claire Obscur built pre-launch buzz with its surreal art and cinematic ambition. Balatro – created by a solo developer – grew through sheer player love. It nailed the experience, and the momentum followed. Blue Prince stands out by doing things differently. A procedurally generated mansion exploration game with atmosphere at its core. It is odd, but compelling. And it is finding its audience. These titles were not built on traditional performance marketing frameworks. Some had funding. Some had publisher support. But the motivation was creative. And the results speak for themselves – strong sales, high engagement, critical attention. Independent cinema offers a parallel. Films like Everything Everywhere All At Once or Moonlight were not designed by committee. They succeeded because they were different – emotionally resonant, visually bold, narratively unexpected. Like breakout indie games, they showed that risk and originality can deliver both cultural impact and commercial returns. And it’s not just about tone or visuals. These projects also challenge assumptions about audience behaviour. The lesson? When something truly original resonates, it breaks through – even without a massive marketing budget – showing that organic growth is still possible.
CONVERGENCE OF PLATFORMS, DIVERGENCE OF PLAYERS Mobile studios are shipping to consoles. Console publishers are testing free-to-play and mobile mechanics. The platforms are blurring. Yet the audiences are still very different.
Mobile players look for convenience and quick engagement. PC and console players go deep in time, mechanics, and emotion. They demand more, and notice shortcuts. That split matters. Especially in marketing. Tactics that drive installs on mobile do not translate directly to the console crowd. Console players expect story, substance, and relevance. Not just clever hooks.
It is the equivalent of trying to promote a blockbuster film with a short- form ad strategy. You might generate awareness, but without context or substance, you will not drive real engagement.
RETHINKING USER ACQUISITION AND MONETISATION We are seeing more pricing models emerge, from traditional fixed purchases to live services, seasonal content, and ongoing updates. These models open up new revenue paths, but also introduce new complexities.
Not every player welcomes change the same way. In the PC and console space, there is a generational divide. Some players still value ownership – a one-time purchase and a complete game. Others, especially those raised on Fortnite or Roblox, are comfortable with live-service models that evolve over time.
That is why balance is key. If monetisation feels like a cash grab, it risks
alienating loyal fans. But when it enhances rather than disrupts gameplay it can deepen engagement and build long-term value. Hollywood knows this pain. Just look at the wave of subscription fatigue. As every studio launched its own streaming platform – each with monthly costs and exclusive content – consumers hit a limit. Value perception matters. Whether it is games or movies, people invest in what feels worth it. That is why experimentation matters. Games that tie monetisation to meaningful in-game value tend to win. Think cosmetics in Fortnite or content passes in Apex Legends. These are not just revenue drivers, they are part of the experience.
MARTECH’S ROLE IN THE NEW ERA Marketing tech has a big role to play. But it has to evolve. Tools designed for mobile scale need adaptation for the longer, more complex journeys on PC and console.
Success comes when martech helps enhance the experience, not interrupt it. When it enables smarter targeting, yes, but also supports creative flexibility and respects user intent. And increasingly, that means giving creative teams more access to the data. When storytelling and analytics are in sync, the results can be powerful. That is the edge martech providers should focus on delivering. After all, everyone knows life is about the journey.
BALANCING BUSINESS WITH CREATIVE INNOVATION The best-performing studios do not pick sides. They use data to support creativity and use creativity to unlock data. Performance marketing can amplify great ideas. Analytics can inform risk-taking. Monetisation can sustain innovation. If done with care. We are seeing more hybrid teams emerge. Ones that lead with originality but execute with discipline. The blend of ambition plus structure is where real momentum lives. Studios need to get comfortable mixing gut instinct with data-backed iteration. That’s what modern content demands, whether it’s an interactive experience or a feature-length film. Hollywood proves that lasting impact happens when creativity and
commercial instinct align. Gaming is on the same track. Studios that get this balance right – that lead with purpose, use data
smartly, and never lose sight of the player – will be the ones defining what is next.
Because in games, as in film, the best stories are not just told. They are experienced.
June/July 2025 MCV/DEVELOP | 53
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