> **来源：[研报客](https://pc.yanbaoke.cn)** # 2025 Annual Video Games Marketing Survey Summary ## Core Content The **2025 Annual Video Games Marketing Survey** by Bastion Network provides a comprehensive overview of the current state and future direction of the games marketing industry. The report highlights key challenges, strategic shifts, and evolving trends that are shaping marketing practices across the sector. ## Main Points ### Industry Overview - The games industry is evolving rapidly with tighter budgets, increased competition, and a more challenging landscape for discoverability. - Marketers are under pressure to deliver results with limited resources, emphasizing agility and performance-driven strategies. ### Marketing Team Composition - Over 60% of respondents have a decade or more of publishing experience. - Most teams are small, with **63.9%** of marketers working in teams of 1 to 5. - **22.2%** of marketers increased their team size over the past year, while **33.3%** decreased it and **44.4%** kept it unchanged. ### Budget and Spend - **36.1%** of marketers feel their current marketing budget is adequate, down from **60%** in 2024. - **63.9%** of marketers still believe their budgets fall short. - **38.9%** of marketers increased their agency spend, while **27.8%** decreased it and **33.3%** kept it unchanged. ### Marketing Challenges - **Discoverability** is the top challenge, with **31.5%** of respondents citing it as the biggest issue. - Other challenges include **lack of resources due to layoffs (16.4%)**, **market saturation (26%)**, and **release schedule changes (6.2%)**. ### Marketing Strategies - **Influencer marketing** is a core strategy, with **25%** of marketers using organic influencer strategies and **9.6%** using paid influencer marketing. - **Community management (16.3%)** and **channel marketing (Steam, Xbox, PS) (12.5%)** are also key areas. - **Storefront optimization**, especially on **Steam**, remains a top priority for marketers. ### Content Priorities - **Trailers (22.4%)** and **short-form content (TikTok, Reels) (23.5%)** are considered the most important content types. - **Reviews (22.4%)** and **live streams (Twitch, YouTube) (21.2%)** also rank highly. - **Paid and organic influencer marketing** are widely used, with **53.8%** preferring mostly organic influencers and **25.6%** using a mix of both. ### Agency and Collaboration - Marketers are increasingly relying on trusted agency partners for bold, performance-driven creative. - **Authenticity** is seen as the key to success, with a focus on building trust and relevance across all channels. - **AI** is being used to streamline processes and enhance targeting, though its role in content creation is still debated. ### Game Types and Market Trends - **Multi-player games** are the most important for marketers, with **43.2%** (Blue Segment) and **51.8%** (White Segment) citing it as crucial. - **Single-player games** are also significant, with **38.6%** of marketers considering them important. - **Live service games** are the least important, with **52.8%** of marketers deeming them less relevant. ### Events and Community Engagement - **Gamescom** is the most anticipated event, with **27.7%** of marketers planning to attend. - **Community engagement** is a growing focus, with an emphasis on creating belonging and connection through physical and digital presence. ### Future Outlook - The industry is expected to continue fragmenting, with smaller teams and more personalized content. - Marketers are shifting from chasing new platforms to building trust and relevance across all channels. - There's a trend toward balancing back to pre-Covid norms, with a focus on meaningful engagement and less on cosmetic content. ## Key Information - **Discoverability** remains a top challenge, but it's no longer just about visibility. - **Influencer marketing** is the most effective channel for cutting through the noise. - **Storefront optimization** (especially on Steam) is critical for success. - **Community management** and **authentic engagement** are increasingly important. - **AI** is being used to improve efficiency, though its impact on content creation is still uncertain. - **Marketing budgets** are shrinking for many, with a majority of marketers working with budgets under **500K**. - **Team size** is decreasing, with **81%** of marketers working with budgets under **500K** for major titles. ## Conclusion The 2025 survey highlights a shift toward **authenticity, community, and smart segmentation** in games marketing. While challenges like discoverability and market saturation persist, marketers are adapting with more targeted and performance-driven strategies. The role of **influencer marketing**, **storefront optimization**, and **AI** is becoming more prominent, with a clear emphasis on **personalized content** and **strong audience insight** to stand out in a crowded market.