Your game’s marketing
partner — every step.
Candidful accompanies your games through each publishing and marketing phase — from market potential assessment to campaign execution. One-time consultancy or long-term capacity, whatever the challenge.
Services across every phase
From pre-signing to post-launch, our service offering maps to where you are in the publishing journey.
Marketing Assessments
When an external perspective is needed for decision gates and further investments into a project. One-off or series of report-style in-depth analysis covering marketing strategies, positioning, genre deep-dives, USP framing, competitor analysis, and intended audience definitions.
Organisational Advisory
When marketing and branding competence is needed to complement the existing organisation and leadership. Series of in-depth workshops (on-site or digital) and strategy sessions to set your publishing efforts up for success.
Campaign Audits
When investment into a game project is ongoing and the game is preparing for announcement. The analysis focuses on marketing channel strategies, asset requirements and recommended communications plans.
Campaign Management
From strategy to execution — setting up and executing on a defined marketing strategy including budgeting, timeline planning, and reporting as an ongoing service.
Core Strategy Services
For when your organisation needs comprehensive marketing strategies, marketing research, and defining positioning to support your production and go-to-market needs.
Ongoing Management
Full range execution of strategies and tactics.
→Strategic briefing & organisational development
→Talent & service procurement
→Team management, leading & mentorship
→Campaign planning & execution
→Ongoing reporting & improvement plan implementation
Engagement Scope
Three engagement models — from a one-off assessment to acting as your full marketing lead.
| Engagement | Scope | Deliverables | Components |
|---|---|---|---|
| Marketing Assessment | 1–2 weeks | Slides/PPT report | Addressable Audience · Positioning · Genre Potential · Game Hook · USPs Analysis · Marketability |
| Campaign Management | 20–40% of FTE* | Slides/PPT Reporting Work Breakdown Ongoing Coordination | Marketing strategy evaluation · Release scenario planning · Marketing budgeting · Goal forecasting · Task breakdown & work division · Stakeholder management · Access to Candidful marketing expert network |
| Marketing Lead & Coordination | 25–60% of FTE* | PPT Reporting Work Breakdown Ongoing Coordination | Marketing Strategy development · Marketing team leadership · Campaign plan development · Release scenario planning · Marketing budgeting · Goal forecasting · Task breakdown & work division · Stakeholder management · Access to Candidful marketing expert network |
*FTE = Full Time Equivalent
Marketing Assessment Components
Get a quick look at the potential for a game and how it could fit your portfolio, or use it as an outside perspective to validate your own assumptions.
Addressable Audience Analysis
An overview of the potential audience for the game, including assumed player motivation, player interests, potential demographics, and how to target them.
Genre Potential
Based on Steam data, an overview of the genre-space and potential sizing of the genre alongside insightful trends from similar games.
Game Hook & Marketability
How do similar games fare in short/long-form content? What are the critical success factors for games within this genre? What makes similar games stand out according to player feedback?
Selected Work
A track record across genres, platforms, and phases — from indie launches to AAA live operations.
Stellaris
LiveOps including brand and strategic marketing investment leadership. DAU grew YoY with a new peak CCU of more than 64k — largest since launch.
Dome Keeper
A snappy indie campaign using targeted earned creators and playable demos. Peaked at close to 15k CCU.
Cassette Beasts
Planning, budgeting, team coordination and execution for Steam & Nintendo Switch launch. Achieved Overwhelmingly Positive ratings.
Kingdom Franchise
Franchise & LiveOps management across PC, Console & Mobile. Plans generated MAU of more than 8x versus launch.
Snufkin: Melody of Moominvalley
Global marketing campaign with tactical localisation for territories like Japan, the Nordics including languages like Northern Sami.
Frequently Asked Questions
What types of game studios do you work with?
What does a Marketing Assessment include?
What is the difference between Campaign Management and Marketing Lead?
What is the 2026 Reference Partner Programme?
Do you work on a retainer or project basis?
Ready to talk about your needs?
Whether you’re evaluating a game’s market potential, preparing for launch, or need an embedded marketing lead — we’re ready to support you.