Workshop : Marketing for the post-marketing age
Huei Chan
Huei is a marketing & business guru in gaming, XR and emerging tech. She was a co-founder, founding partner at VR and Web3 gaming companies, where she led marketing, business, and partnerships. She has spearheaded numerous international collaborations across APAC, the US, and Europe. Her work spans marketing, community, product design, production, launches, and fundraising in the gaming, public institutions, culture, and education fields. Her deep interest in human behaviour drives her passion for creative product design, crafting unique interactions between products and audiences. Outside of work, she enjoys diving, social dancing, and the gym, and dedicates her free time to advising indie developers.
Marketing is the blend of art and business and should be part of game development from the beginning, aligning with the game’s production and launch.
In this workshop, Huei will split the room into two groups, each assigned to devise marketing campains for a game in early development.
Each team will have to come up with two radically different marketing approaches for their game, from community and social strategy to key art and messaging.
At the end, each group will AB test their work on the other group.
The result and reactions are guaranteed to surprise and will provide food for thought for the challenges – and fun – of bringing games to market in the rapidly evolving gaming landscape.
