{"id":17567,"date":"2025-11-13T14:24:40","date_gmt":"2025-11-13T14:24:40","guid":{"rendered":"https:\/\/lite14.net\/blog\/?p=17567"},"modified":"2025-11-13T14:24:40","modified_gmt":"2025-11-13T14:24:40","slug":"top-executives-from-2k-riot-and-epic-fund-new-marketing-network-games-growth-guild","status":"publish","type":"post","link":"https:\/\/lite14.net\/blog\/2025\/11\/13\/top-executives-from-2k-riot-and-epic-fund-new-marketing-network-games-growth-guild\/","title":{"rendered":"Top Executives from 2K, Riot, and Epic Fund New Marketing Network \u2014 Games Growth Guild"},"content":{"rendered":"<p>&nbsp;<\/p>\n<hr \/>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/13\/top-executives-from-2k-riot-and-epic-fund-new-marketing-network-games-growth-guild\/#What_is_the_Games_Growth_Guild\" >What is the Games Growth Guild<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/13\/top-executives-from-2k-riot-and-epic-fund-new-marketing-network-games-growth-guild\/#Founding_Involvement_Executives_from_major_game_companies\" >Founding Involvement: Executives from major game companies<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/13\/top-executives-from-2k-riot-and-epic-fund-new-marketing-network-games-growth-guild\/#Case_Studies_Use%E2%80%91Cases\" >Case Studies &amp; Use\u2011Cases<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/13\/top-executives-from-2k-riot-and-epic-fund-new-marketing-network-games-growth-guild\/#Case_Study_A_%E2%80%93_Peer_Collaboration_Knowledge_Sharing\" >Case Study A \u2013 Peer Collaboration &amp; Knowledge Sharing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/13\/top-executives-from-2k-riot-and-epic-fund-new-marketing-network-games-growth-guild\/#Case_Study_B_%E2%80%93_Bridging_Mobile_AAA_and_Indie_Marketing_Worlds\" >Case Study B \u2013 Bridging Mobile, AAA and Indie Marketing Worlds<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/13\/top-executives-from-2k-riot-and-epic-fund-new-marketing-network-games-growth-guild\/#Case_Study_C_%E2%80%93_Live_Events_Real%E2%80%91World_Activation\" >Case Study C \u2013 Live Events &amp; Real\u2011World Activation<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/13\/top-executives-from-2k-riot-and-epic-fund-new-marketing-network-games-growth-guild\/#Commentary_Implications\" >Commentary &amp; Implications<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/13\/top-executives-from-2k-riot-and-epic-fund-new-marketing-network-games-growth-guild\/#_Positive_Aspects\" >\u00a0Positive Aspects<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/13\/top-executives-from-2k-riot-and-epic-fund-new-marketing-network-games-growth-guild\/#_Challenges_Things_to_Watch\" >\u00a0Challenges &amp; Things to Watch<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/13\/top-executives-from-2k-riot-and-epic-fund-new-marketing-network-games-growth-guild\/#_Strategic_Implications_for_the_Games_Industry\" >\u00a0Strategic Implications for the Games Industry<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/13\/top-executives-from-2k-riot-and-epic-fund-new-marketing-network-games-growth-guild\/#Final_Take\" >Final Take<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/13\/top-executives-from-2k-riot-and-epic-fund-new-marketing-network-games-growth-guild\/#Case_Study_1_%E2%80%94_Founding_Advisory_Network_Scope\" >Case Study 1 \u2014 Founding Advisory Network &amp; Scope<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/13\/top-executives-from-2k-riot-and-epic-fund-new-marketing-network-games-growth-guild\/#Case_Study_2_%E2%80%94_Strategic_Benefits_Market_Positioning\" >Case Study 2 \u2014 Strategic Benefits &amp; Market Positioning<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/13\/top-executives-from-2k-riot-and-epic-fund-new-marketing-network-games-growth-guild\/#Case_Study_3_%E2%80%94_Tactics_Practical_Use%E2%80%91Cases_for_Members\" >Case Study 3 \u2014 Tactics &amp; Practical Use\u2011Cases for Members<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/13\/top-executives-from-2k-riot-and-epic-fund-new-marketing-network-games-growth-guild\/#Commentary_Implications-2\" >Commentary &amp; Implications<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/13\/top-executives-from-2k-riot-and-epic-fund-new-marketing-network-games-growth-guild\/#_Positives\" >\u00a0Positives<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/13\/top-executives-from-2k-riot-and-epic-fund-new-marketing-network-games-growth-guild\/#_Things_to_watch\" >\u00a0Things to watch<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/13\/top-executives-from-2k-riot-and-epic-fund-new-marketing-network-games-growth-guild\/#Strategic_Implications_for_the_Industry\" >Strategic Implications for the Industry<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/lite14.net\/blog\/2025\/11\/13\/top-executives-from-2k-riot-and-epic-fund-new-marketing-network-games-growth-guild\/#Final_Thoughts\" >Final Thoughts<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What_is_the_Games_Growth_Guild\"><\/span>What is the Games Growth Guild<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>The Games Growth Guild is a <strong>new global network and community<\/strong> for marketing and publishing professionals across the games industry. (<a title=\"AAA execs fund marketing network Games Growth Guild\" href=\"https:\/\/www.gamedeveloper.com\/business\/2k-riot-epic-execs-fund-marketing-network-games-growth-guild?utm_source=chatgpt.com\">Game Developer<\/a>)<\/li>\n<li>According to the founding announcement:\n<ul>\n<li>It brings together \u201cexperts from every discipline of marketing and publishing\u201d (mobile, AAA, indie) to share best practices across launches, growth campaigns, live events and go\u2011to\u2011market strategies. (<a title=\"AAA execs fund marketing network Games Growth Guild\" href=\"https:\/\/www.gamedeveloper.com\/business\/2k-riot-epic-execs-fund-marketing-network-games-growth-guild?utm_source=chatgpt.com\">Game Developer<\/a>)<\/li>\n<li>Membership is free of charge (for industry marketing\/publishing professionals) though verified to ensure a safe, collaborative space. (<a title=\"AAA execs fund marketing network Games Growth Guild\" href=\"https:\/\/www.gamedeveloper.com\/business\/2k-riot-epic-execs-fund-marketing-network-games-growth-guild?utm_source=chatgpt.com\">Game Developer<\/a>)<\/li>\n<li>It will host monthly talks, idea exchanges, free resources, tactical forums, and in\u2011person events (including a partnership at the GDC Festival of Gaming 2026 in March\u202f2026). (<a title=\"Games Growth Guild launches to unite game marketing ...\" href=\"https:\/\/mobidictum.com\/games-growth-guild-launches\/?utm_source=chatgpt.com\">Mobidictum<\/a>)<\/li>\n<\/ul>\n<\/li>\n<li>The announcement emphasises the gap they are addressing:<br \/>\n<blockquote><p>\u201cGame developers have solved incredible technical challenges, but marketing and distribution remain the hardest problems.\u201d \u2014 Eden\u202fChen, Founding Advisory Board Member &amp; CEO of FirstLook. (<a title=\"AAA execs fund marketing network Games Growth Guild\" href=\"https:\/\/www.gamedeveloper.com\/business\/2k-riot-epic-execs-fund-marketing-network-games-growth-guild?utm_source=chatgpt.com\">Game Developer<\/a>)<\/p><\/blockquote>\n<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Founding_Involvement_Executives_from_major_game_companies\"><\/span>Founding Involvement: Executives from major game companies<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>The press release lists advisory board members drawn from top\u2011tier companies including AAA publishers and mobile\/publishing specialists. (<a title=\"AAA execs fund marketing network Games Growth Guild\" href=\"https:\/\/www.gamedeveloper.com\/business\/2k-riot-epic-execs-fund-marketing-network-games-growth-guild?utm_source=chatgpt.com\">Game Developer<\/a>)<\/li>\n<li>Notable names &amp; roles:\n<ul>\n<li>Eric Wood \u2013 SVP of Publishing at Scopely (mobile games) (<a title=\"AAA execs fund marketing network Games Growth Guild\" href=\"https:\/\/www.gamedeveloper.com\/business\/2k-riot-epic-execs-fund-marketing-network-games-growth-guild?utm_source=chatgpt.com\">Game Developer<\/a>)<\/li>\n<li>Krystal Herring \u2013 Head of Global Events at Twitch (<a title=\"AAA execs fund marketing network Games Growth Guild\" href=\"https:\/\/www.gamedeveloper.com\/business\/2k-riot-epic-execs-fund-marketing-network-games-growth-guild?utm_source=chatgpt.com\">Game Developer<\/a>)<\/li>\n<li>Nikki Lewis \u2013 Operating Partner Marketing &amp; Publishing at Haveli (<a title=\"AAA execs fund marketing network Games Growth Guild\" href=\"https:\/\/www.gamedeveloper.com\/business\/2k-riot-epic-execs-fund-marketing-network-games-growth-guild?utm_source=chatgpt.com\">Game Developer<\/a>)<\/li>\n<li>Lee Olebe \u2013 CEO at Olebe Media Group (<a title=\"AAA execs fund marketing network Games Growth Guild\" href=\"https:\/\/www.gamedeveloper.com\/business\/2k-riot-epic-execs-fund-marketing-network-games-growth-guild?utm_source=chatgpt.com\">Game Developer<\/a>)<\/li>\n<li>Connor Bridgeman \u2013 Director of Marketing at Lyrical Games (<a title=\"AAA execs fund marketing network Games Growth Guild\" href=\"https:\/\/www.gamedeveloper.com\/business\/2k-riot-epic-execs-fund-marketing-network-games-growth-guild?utm_source=chatgpt.com\">Game Developer<\/a>)<\/li>\n<li>Jeff Legaspi \u2013 Director of Marketing at Fictions (<a title=\"AAA execs fund marketing network Games Growth Guild\" href=\"https:\/\/www.gamedeveloper.com\/business\/2k-riot-epic-execs-fund-marketing-network-games-growth-guild?utm_source=chatgpt.com\">Game Developer<\/a>)<\/li>\n<li>Victoria Tran \u2013 Director of Communications at Innersloth (<a title=\"AAA execs fund marketing network Games Growth Guild\" href=\"https:\/\/www.gamedeveloper.com\/business\/2k-riot-epic-execs-fund-marketing-network-games-growth-guild?utm_source=chatgpt.com\">Game Developer<\/a>)<\/li>\n<li>Thomas Ko \u2013 VP at Krafton (<a title=\"AAA execs fund marketing network Games Growth Guild\" href=\"https:\/\/www.gamedeveloper.com\/business\/2k-riot-epic-execs-fund-marketing-network-games-growth-guild?utm_source=chatgpt.com\">Game Developer<\/a>)<\/li>\n<\/ul>\n<\/li>\n<li>While the headline mentions \u201cLed by execs from 2K, Riot, Epic\u201d these specific companies\u2019 individual executives aren\u2019t all named in the public list (at least not yet in the sources). The sources do state that leaders from 2K, Riot and Epic are founding members of or associated with the Guild. (<a title=\"Games Growth Guild launches to unite game marketing ...\" href=\"https:\/\/mobidictum.com\/games-growth-guild-launches\/?utm_source=chatgpt.com\">Mobidictum<\/a>)<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Case_Studies_Use%E2%80%91Cases\"><\/span>Case Studies &amp; Use\u2011Cases<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Case_Study_A_%E2%80%93_Peer_Collaboration_Knowledge_Sharing\"><\/span>Case Study A \u2013 Peer Collaboration &amp; Knowledge Sharing<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>The Guild intends to run monthly talks &amp; tactical exchanges where marketing professionals can share what\u2019s working and what isn\u2019t. Example: a recent campaign with publisher Playstack used a \u201cWheel\u202fof\u202fAttention\u201d strategy (small streamers + methodical expansion + digital word\u2011of\u2011mouth) and is cited as part of community discussion. (<a title=\"AAA execs fund marketing network Games Growth Guild\" href=\"https:\/\/www.gamedeveloper.com\/business\/2k-riot-epic-execs-fund-marketing-network-games-growth-guild?utm_source=chatgpt.com\">Game Developer<\/a>)<\/li>\n<li>Impact: Smaller studios and indie publishers can gain access to practices that AAA publishers have refined, improving their launch and growth campaigns.<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Case_Study_B_%E2%80%93_Bridging_Mobile_AAA_and_Indie_Marketing_Worlds\"><\/span>Case Study B \u2013 Bridging Mobile, AAA and Indie Marketing Worlds<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>The nature of the Guild\u2019s membership spans mobile, AAA and indies. For example mobile specialists (Scopely, Twitch events) are in the advisory board alongside indie\u2011friendly folks (Innersloth). This cross\u2011pollination allows marketing teams to learn across segments.<\/li>\n<li>Impact: Marketing teams can adopt tactics from other sectors (e.g., mobile live\u2011ops strategies applied to a PC\/console release) and adapt them for their context.<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Case_Study_C_%E2%80%93_Live_Events_Real%E2%80%91World_Activation\"><\/span>Case Study C \u2013 Live Events &amp; Real\u2011World Activation<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>The Guild plans in\u2011person events, including at GDC Festival of Gaming March 2026. This enables live networking, breakout sessions, and tactical workshops.<\/li>\n<li>Impact: Marketing professionals often work in remote\/virtual settings; this community adds a physical dimension to networking and skill\u2011sharing, improving collaboration and innovation.<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Commentary_Implications\"><\/span>Commentary &amp; Implications<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"_Positive_Aspects\"><\/span>\u00a0Positive Aspects<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li><strong>Community &amp; Shared Learning<\/strong>: Marketing in games has historically been fragmented; this network creates a centralised forum for sharing best practices, data, and lessons.<\/li>\n<li><strong>Access to Experts<\/strong>: With advisory board members from top companies, smaller marketing teams can access high\u2011level insight which may have been closed before.<\/li>\n<li><strong>Cross\u2011Industry Learning<\/strong>: Because the Guild spans major publishers, mobile, indie and live\u2011ops, members can adopt tactics outside their usual domain.<\/li>\n<li><strong>Cost\u2011Free Membership<\/strong>: By making the Guild free, they reduce entry barriers for marketing professionals from smaller studios \u2014 which aids industry\u2011wide uplift.<\/li>\n<li><strong>Better Marketing Outcomes<\/strong>: Ultimately, better marketing and distribution support helps games \u201cfind their players\u201d, which has downstream benefits (higher ROI, better retention, more sustainable releases).<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"_Challenges_Things_to_Watch\"><\/span>\u00a0Challenges &amp; Things to Watch<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li><strong>Execution vs Hype<\/strong>: Many networks launch with strong promises; delivering real value (regular tacticals, useful data, actionable frameworks) will determine success.<\/li>\n<li><strong>Diverse Member Needs<\/strong>: Members range from AAA to indie to mobile \u2014 their needs differ widely. Balancing content relevance across segments will be key.<\/li>\n<li><strong>Data Confidentiality &amp; Competition<\/strong>: Marketing teams may be reluctant to fully share sensitive campaign data or strategies due to competitive advantage concerns. The Guild must foster trust and safe\u2011sharing.<\/li>\n<li><strong>Sustaining Engagement<\/strong>: Free networks risk low commitment; membership will require active content, community moderation and strong events to maintain value and avoid becoming dormant.<\/li>\n<li><strong>Measuring Impact<\/strong>: How will the Guild measure its own success? Will it track improved marketing performance among members, case study outcomes, or member satisfaction?<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"_Strategic_Implications_for_the_Games_Industry\"><\/span>\u00a0Strategic Implications for the Games Industry<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Marketing is increasingly recognised as a <strong>core capability<\/strong> in game development and publishing \u2014 not just an afterthought. Networks like this reinforce that shift.<\/li>\n<li>As game launches become more global, live\u2011ops driven, community\u2011intensive and data\u2011rich, marketing teams need new frameworks and peer support. The Guild addresses this.<\/li>\n<li>Smaller studios face rising costs for acquisition and scaling; being part of a peer network may reduce learning curves and cost inefficiencies.<\/li>\n<li>For larger publishers, this Guild offers a vantage point to spot trends (mobile growth tactics, influencer strategy, AI in marketing) and integrate them faster.<\/li>\n<li>Over time, the Guild may become a <strong>talent\u2011pipeline<\/strong> as well: marketing professionals may use participation as credentialing, increasing their visibility and career mobility.<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Final_Take\"><\/span>Final Take<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The launch of Games Growth Guild is a significant development for game\u2011marketing professionals. By bringing together marketing leaders from 2K, Riot, Epic and beyond, the Guild has potential to raise the standard of marketing practice in the games industry\u2014especially by bridging mobile, AAA, and indie perspectives.<\/p>\n<p>For marketing teams looking to upskill, network, or gain tactical insights, joining the Guild seems a smart move. The key will be how <strong>active<\/strong>, <strong>relevant<\/strong> and <strong>action\u2011oriented<\/strong> the Guild becomes in practice.<\/p>\n<p>Here are <strong>case studies and commentary<\/strong> around the founding of the Games Growth Guild (GGG) \u2014 the new marketing network backed by senior executives from companies like 2K, Riot Games and Epic Games \u2014 along with what this means for the games\u2011marketing industry.<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Case_Study_1_%E2%80%94_Founding_Advisory_Network_Scope\"><\/span>Case Study 1 \u2014 Founding Advisory Network &amp; Scope<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>Background:<\/strong><br \/>\nThe Games Growth Guild officially launched in November\u202f2025 as a free, verified\u2011industry network for marketing and publishing professionals across mobile, indie and AAA gaming. (<a title=\"The Games Growth Guild launches as a global network for marketing and publishing professionals in games | PocketGamer.biz\" href=\"https:\/\/www.pocketgamer.biz\/the-games-growth-guild-launches-as-a-global-network-for-marketing-and-publishing-professionals-in-games\/?utm_source=chatgpt.com\">Pocket Gamer<\/a>)<br \/>\nThe founders\/advisory board include senior marketing and publishing leaders such as:<\/p>\n<ul>\n<li>Eric Wood (SVP of Publishing at Scopely) (<a title=\"The Games Growth Guild launches as a global network for marketing and publishing professionals in games | PocketGamer.biz\" href=\"https:\/\/www.pocketgamer.biz\/the-games-growth-guild-launches-as-a-global-network-for-marketing-and-publishing-professionals-in-games\/?utm_source=chatgpt.com\">Pocket Gamer<\/a>)<\/li>\n<li>Krystal Herring (Head\u202fof Global Events at Twitch) (<a title=\"The Games Growth Guild launches as a global network for marketing and publishing professionals in games | PocketGamer.biz\" href=\"https:\/\/www.pocketgamer.biz\/the-games-growth-guild-launches-as-a-global-network-for-marketing-and-publishing-professionals-in-games\/?utm_source=chatgpt.com\">Pocket Gamer<\/a>)<\/li>\n<li>Nikki Lewis (Operating Partner, Marketing &amp; Publishing at Haveli) (<a title=\"The Games Growth Guild launches as a global network for marketing and publishing professionals in games | PocketGamer.biz\" href=\"https:\/\/www.pocketgamer.biz\/the-games-growth-guild-launches-as-a-global-network-for-marketing-and-publishing-professionals-in-games\/?utm_source=chatgpt.com\">Pocket Gamer<\/a>)<\/li>\n<li>Leo Olebe (CEO at Olebe Media Group) (<a title=\"The Games Growth Guild launches as a global network for marketing and publishing professionals in games | PocketGamer.biz\" href=\"https:\/\/www.pocketgamer.biz\/the-games-growth-guild-launches-as-a-global-network-for-marketing-and-publishing-professionals-in-games\/?utm_source=chatgpt.com\">Pocket Gamer<\/a>)<\/li>\n<li>Eden Chen (CEO of FirstLook) who said: \u201cGame developers have solved incredible technical challenges, but marketing and distribution remain the hardest problems.\u201d (<a title=\"AAA execs fund marketing network Games Growth Guild\" href=\"https:\/\/www.gamedeveloper.com\/business\/2k-riot-epic-execs-fund-marketing-network-games-growth-guild?utm_source=chatgpt.com\">Game Developer<\/a>)<\/li>\n<\/ul>\n<p><strong>Key Features &amp; Launch Vision:<\/strong><\/p>\n<ul>\n<li>Monthly member talks, idea exchanges and tactical forums focused on growth campaigns, launches, live\u2011ops and marketing execution. (<a title=\"AAA execs fund marketing network Games Growth Guild\" href=\"https:\/\/www.gamedeveloper.com\/business\/2k-riot-epic-execs-fund-marketing-network-games-growth-guild?utm_source=chatgpt.com\">Game Developer<\/a>)<\/li>\n<li>Free membership, verified marketing professionals only to encourage safe sharing and peer collaboration. (<a title=\"The Games Growth Guild launches as a global network for marketing and publishing professionals in games | PocketGamer.biz\" href=\"https:\/\/www.pocketgamer.biz\/the-games-growth-guild-launches-as-a-global-network-for-marketing-and-publishing-professionals-in-games\/?utm_source=chatgpt.com\">Pocket Gamer<\/a>)<\/li>\n<li>Cross\u2011sector: indie, mobile, AAA publishers all included \u2014 aiming to enable sharing of best practices across segments. (<a title=\"AAA execs fund marketing network Games Growth Guild\" href=\"https:\/\/www.gamedeveloper.com\/business\/2k-riot-epic-execs-fund-marketing-network-games-growth-guild?utm_source=chatgpt.com\">Game Developer<\/a>)<\/li>\n<\/ul>\n<p><strong>Case Insight:<\/strong><br \/>\nThis shows a recognition that while game development (engineering, design, live\u2011ops) often gets heavy coverage and tooling, <strong>marketing &amp; distribution<\/strong> remain comparatively under\u2011served in terms of specialist peer networks. The Guild addresses that gap.<\/p>\n<p><strong>Lesson:<\/strong><br \/>\nCreating a peer\u2011network around marketing allows professionals to accelerate learning, share failure\/case\u2011studies, and reduce isolation especially for small studios or those without large in\u2011house marketing teams.<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Case_Study_2_%E2%80%94_Strategic_Benefits_Market_Positioning\"><\/span>Case Study 2 \u2014 Strategic Benefits &amp; Market Positioning<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>Background:<\/strong><br \/>\nThe Guild\u2019s positioning emphasises growth and marketing as core to success in games:<\/p>\n<blockquote><p>\u201cThe gaming industry is exciting, complex and ever changing\u2026 To help navigate this incredible market and best prepare marketers for the future, it\u2019s essential to bring people together to share knowledge and build community.\u201d \u2014 Leo\u202fOlebe (<a title=\"The Games Growth Guild launches as a global network for marketing and publishing professionals in games | PocketGamer.biz\" href=\"https:\/\/www.pocketgamer.biz\/the-games-growth-guild-launches-as-a-global-network-for-marketing-and-publishing-professionals-in-games\/?utm_source=chatgpt.com\">Pocket Gamer<\/a>)<\/p><\/blockquote>\n<p><strong>Strategic Rationale:<\/strong><\/p>\n<ul>\n<li>Marketing teams face increasing pressure: acquisition costs rising, live\u2011ops complexity growing, retention harder, global launches more challenging.<\/li>\n<li>By creating a network, the Guild aims to elevate marketing from \u201ccost\u2011centre\u201d to strategic function, improving outcomes for studios of all sizes.<\/li>\n<\/ul>\n<p><strong>Impact:<\/strong><\/p>\n<ul>\n<li>Smaller studios gain access to insights from multiple segments (AAA, mobile) which they might not otherwise have.<\/li>\n<li>Larger publishers benefit by seeing emerging tactics (creator marketing, influencer, data\u2011driven growth) and can refine their own playbooks.<\/li>\n<li>The Guild may become a <strong>talent pipeline<\/strong> for marketing professionals, giving visibility to high performers and peer credentials.<\/li>\n<\/ul>\n<p><strong>Lesson:<\/strong><br \/>\nNetworks that bridge experience levels and company sizes can accelerate industry learning curves and elevate overall standards.<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Case_Study_3_%E2%80%94_Tactics_Practical_Use%E2%80%91Cases_for_Members\"><\/span>Case Study 3 \u2014 Tactics &amp; Practical Use\u2011Cases for Members<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>Background:<\/strong><br \/>\nAn example cited in the Guild\u2019s launch coverage: publisher Playstack used a \u201cWheel\u202fof\u202fAttention\u201d approach (small streamers \u2192 step\u2011increase \u2192 digital word\u2011of\u2011mouth) for a game launch and the Guild will dissect such campaigns to share the tactical breakdown. (<a title=\"AAA execs fund marketing network Games Growth Guild\" href=\"https:\/\/www.gamedeveloper.com\/business\/2k-riot-epic-execs-fund-marketing-network-games-growth-guild?utm_source=chatgpt.com\">Game Developer<\/a>)<\/p>\n<p><strong>Use\u2011Case:<\/strong><\/p>\n<ul>\n<li>A mid\u2011sized publisher facing high acquisition cost and uncertain ROI attends a Guild session on \u201cpre\u2011launch creator discovery\u201d and adopts a \u201csmall\u2011niche influencer first\u201d strategy adopted from the Guild\u2019s shared case.<\/li>\n<li>The result: lower spend, higher engagement, earlier user retention, and improved ROI compared to previous launches.<\/li>\n<\/ul>\n<p><strong>Lesson:<\/strong><br \/>\nThe value of sharing <em>tactical story\u2011boards<\/em>, not just high\u2011level strategy, allows marketers to apply and adapt to their own titles; peer networks make that feasible.<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Commentary_Implications-2\"><\/span>Commentary &amp; Implications<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"_Positives\"><\/span>\u00a0Positives<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li><strong>Elevates marketing profession in games:<\/strong> The Guild reflects the maturation of games as entertainment &amp; service businesses \u2014 marketing is no longer an after\u2011thought.<\/li>\n<li><strong>Peer learning reduces duplication of error:<\/strong> Marketing campaigns are expensive; learning from peers can reduce costly mistakes and shorten time\u2011to\u2011success.<\/li>\n<li><strong>Cross\u2011segment insight:<\/strong> Mobile tactics (live\u2011ops, daus, monetization) may be adapted for AAA; indie studios may borrow enterprise marketing sophistication.<\/li>\n<li><strong>Free membership broadens accessibility:<\/strong> Lower barrier to entry means potential uplift for smaller studios &amp; emerging talent.<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"_Things_to_watch\"><\/span>\u00a0Things to watch<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li><strong>Actual value delivery:<\/strong> Networks promise best practices; success depends on consistent content, facilitation, measurable outcomes.<\/li>\n<li><strong>Depth vs breadth:<\/strong> With a wide membership (indie to AAA) the challenge is delivering content relevant to very different contexts.<\/li>\n<li><strong>Data &amp; competitive risk:<\/strong> Studios may worry about sharing too much sensitive data or tactics \u2014 creating a safe sharing culture is important.<\/li>\n<li><strong>Sustainability:<\/strong> Free membership often means dependence on volunteers or sponsorship; sustaining engagement over time can be hard.<\/li>\n<li><strong>Measurement of impact:<\/strong> How will the Guild show its value? Member outcomes, improved metrics, case\u2011study success will matter.<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Strategic_Implications_for_the_Industry\"><\/span>Strategic Implications for the Industry<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li><strong>Marketing budgets may become more sophisticated:<\/strong> As peers share tactics, studios will likely increase investment into \u201cgrowth\u201d marketing rather than just \u201claunch campaigns\u201d.<\/li>\n<li><strong>Talent development &amp; career paths:<\/strong> As marketing grows in importance, we may see more defined career paths for growth\/marketing roles in games (similar to product\/design\/engineering).<\/li>\n<li><strong>Standardisation of some metrics\/tactics:<\/strong> Over time the Guild may help standardise best practices, KPIs (e.g., cost per install, retention by cohort, influencer ROI) across studios.<\/li>\n<li><strong>Faster adoption of new channels:<\/strong> Influencer, creator, AI\u2011driven marketing are evolving fast; peer\u2011networks like this accelerate adoption and reduce lag.<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Final_Thoughts\"><\/span>Final Thoughts<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The launch of the Games Growth Guild is a strong signal that game marketing is entering its next phase of maturity \u2014 moving from \u201ccreative campaign\u201d to \u201cgrowth engine.\u201d By rallying senior marketing executives from major companies (2K, Riot, Epic) and opening up a peer network broadly, the Guild has the potential to raise game marketing standards and performance across the industry.<\/p>\n<p>That said, the real test will be in how actionable and measurable the Guild\u2019s offerings become: how many studios see improved launch metrics, how many marketers accelerate their skill\u2011set, and how many cross\u2011company collaborations result.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; What is the Games Growth Guild The Games Growth Guild is a new global network and community for marketing and publishing professionals across the&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[270,90],"tags":[],"class_list":["post-17567","post","type-post","status-publish","format-standard","hentry","category-digital-marketing","category-news-update"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Top Executives from 2K, Riot, and Epic Fund New Marketing Network \u2014 Games Growth Guild - Lite14 Tools &amp; 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