In this episode of The Goth Boss Podcast, I speak with marketing expert Haley Uyrus about how indie and AAA game developers can effectively market their games. We discuss strategies ranging from defining business objectives and understanding audiences, to making the most of social media, mailing lists, events, and store pages like Steam. Haley also shares insights on current trends and future predictions for game marketing.

If you have any questions or comments, you can send me a message at gothboss.co.uk/podcast.

00:00 Introduction

01:03 Marketing fundamentals in gaming

03:30 Understanding Your Audience

06:22 The Evolution of Social Media in Marketing

09:28 The Resurgence of Mailing Lists

12:38 Behind the Scenes: Humanising Game Development

15:37 Indie vs. AAA Marketing Strategies

18:31 The Role of In-Person Events in Marketing

24:32 Maximizing Steam Page Effectiveness

33:42 Understanding Fractional Roles in the Games Industry

39:58 Marketing Trends and Predictions for 2026

Haley Uyrus is an award winning brand marketing director and creative leader, having worked 12+ years in the industry on games like Fall Guys, LEGO Fortnite, and most recently Sonic Rumble.

You can connect with her on:

LinkedIn: https://www.linkedin.com/in/haley-uyrus-a0059212/

Bluesky: https://bsky.app/profile/absintheuse.bsky.social

TikTok: https://www.tiktok.com/@brand.sorceress

Hi, I’m Cat Burton! I've built studios, raised funding and shipped games to millions of players. Now I help you do the same with expert games consultancy and coaching. The Goth Boss Podcast is where I dive into the real challenges of making games and running studios.

GothBoss (Games Consultancy & Coaching): https://www.GothBoss.co.uk

LinkedIn: https://www.linkedin.com/in/catburton

Instagram: https://www.instagram.com/gothbosscat

Bluesky: https://bsky.app/profile/gothbosscat.bsky.social

TikTok: https://www.tiktok.com/@gothbosscat

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