Community Dev Newsletter

Hello~

It's the end of the year! Woooow. Congratulations on making in another year. ❤

Thanks as always for sticking with me on this newsletter, reading, and sometimes even participating. Appreciate you bestie.

And hey, if you want to give a holiday gift to a community manager... my book Mastering Commmunity Management is a great choice. (Okay fine maybe not, get them some really nice quality wool socks.) If you've gotten the book and read it, don't forget to leave a review!

OKAY ENOUGH SHILLING, LEARNING TIME.

This month's newsletter dives into:

• Tips for marketing a game you don't like
• New newsletter activity
• Several cool links and marketing/community related job posts

Marketing a Game You Don't Like

Last month, our activity question was: Any tips on how to market a genre that you usually don't like or play that much?

Chances are you're going to run into this situation at one point. Either you're working at a publisher with games in varying genres, or the studio you're at decides their next game isn't something you're particularly into.

It's common. Just because you might not know it well doesn't mean you can't market it well. It'll just take a little more time and effort. Here are the two main things you'll run into, and suggested solutions.

Lack of Knowledge

• The problem: You may lack knowledge or connect with reasons that are the basis of understanding how to market a game: Why would a player enjoy this game? Why do people even enjoy the genre? What excites them? What is the tribal knowledge for a playerbase in this genre? What makes the game special? What makes it familiar?
• The solution: Dedicate time researching this genre. Lurk in their spaces, be curious about the language they use, and read so so so so many reviews of competitior games. You are now a sociologist, finding out about another culture as an outsider. Get excited about what excites other people!
• Note: Don't discount your outside perspective! Even if you may not particularly enjoy the genre, why don't you? Is there perspective you could bring to the team that would help it become a stronger game?

Lack of Motivation

• The problem: Working on something you're not particularly fond of can be draining personally. It can be hard to find motivation to do your best work when you're not connecting with the art.
• The solution: Look less towards the project for the motivation, and towards the team and players. If the team is working on this game, there is likely some level of enthusiasm they have about it. Or even just appreciate the amount of effort they're putting into their work. You're here in a support role - find motivation through wanting to uplift the efforts of those that you care about.

Hope this helps. I know it can be initimidating or you may even feel a sense of guilt for not knowing everything about a game's community, but with the sheer spread of genres there are, it'd be impossible to. What matters is curiousity and effort!

Community Activity 📝

Every month we do a skill testing exercise together! Have an activity idea or want to ask a question? Submit one anonymously.

The question:

Feel free to email me back with your answer - I always respond. Mine will be in the next newsletter!

Community Chatter 💬

Here are the interesting and helpful things I've seen this past month.

General News

• ​PEW Research Center released a new study on the most-used social media platforms for U.S. adults - YouTube, Facebook, and Instagram are at the top.

Game News

• GDC released a salary report in the US Game Industry
• ​TakeThis is conducting a confidential survey on mental health and workplace stressors specific to people working within game development
• Oop - reminder that actually engaging with a game community is important, and doesn't mean tricking them into a marketing effort​

Community & Marketing Game Jobs​
​These are not endorsements.

• ​2K - Senior Director of Community and Digital Content Strategy, Core Games (Los Angeles, US)
• ​Arc Games - Marketing Associate (Redwood City, US)
• ​Blizzard - Product Marketing Manager (London, UK)
• ​Chief Rebel - Community Manager (Stockholm, Sweden)
• ​Corsair - Partnerships GTM Coordinator, Gaming (Milpitas, US)
• ​GlobalStep - Head of Global Marketing Games (Remote, US)
• ​Hasbro - Senior Director, Internal Communications (Boston, US)
• ​Hazelight - Social Media and Community Manager (Stockholm, Sweden)
• ​InSpades Studios - Marketing Lead (Remote)
• ​Mythwright - Growth Manager (Remote, UK)
• ​Rockstar Games - Associate Director of Creator Management (New York City, US)
• ​thatgamecompany - Senior Community Manager (Remote, US & Canada)

I'll be taking a break for December 2025 on newsletter writing, so the next one you'll receive will be in February 2026! I may change up some of it to be honest - I'm maybe swamped by replying to all your answers every month hehe so it isn't looking too sustainable... but we'll see.

HAVE A GREAT BREAK, MAKE SURE YOU REST UP!!!!

❤️

Victoria

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