Game Marketing and GDC Festival of Gaming
As GDC transforms into the Festival of Gaming, we’re widening the lens to celebrate the entire B2B ecosystem that brings games to life. Marketing is a vital part of that story
Game marketing drives connection, discovery, and momentum across the industry. It’s how studios build communities, introduce new worlds to players, and sustain engagement over time. From creative campaigns to data-driven strategy, marketing shapes how the world discovers, experiences, and remembers games. It’s also how our industry grows: by building awareness, trust, and connection through the stories marketers tell, the fans they engage, and the cultures they help build.
Marketers will find a home at the Festival of Gaming, a place built for collaboration, creativity, and impact. They’ll gain practical insight into what drives success across every stage of a game’s lifecycle, from player engagement and community growth to brand storytelling and creative production. It's a space to connect directly with developers, publishers, and technology leaders shaping how games reach the world.
Ian Doyle
Vice President, Marketing
GDC Festival of Gaming (Informa Festivals)
[p2|c]
Industry Spotlight
Current State of Layoffs
(from the GDC 2025 Salary Report)
The game industry can be a tumultuous place-especially for those in more creative fields. According to our survey, 32% of folks working in audio, game design, or visual arts have worked for at least five companies over the past 10 years (compared to 13% of those in programming, business, or operations). This includes people working full-time, along with those who’ve done freelance, contract work, or part-time.
This is also reflected in the layoffs crisis. According to our survey, 28% of people working in audio, game design, or visual arts experienced a layoff during the past two years (compared to 22% of those in programming, business, or operations).
Overall, one-fourth (24%) of respondents say they’ve been laid off at some point in the past two years. Almost half haven’t found another job yet.
READ THE REPORT