Episode Summary

On this episode of the Player Driven, Greg sits down with Christine Dart, the global head of marketing at Helpshift and a driving force behind the podcast itself. Christine shares her journey from aerospace engineering to marketing leadership, how she successfully bridges B2B and B2C strategies, and her knack for crafting initiatives that boost engagement and revenue.

Get ready to explore the multifaceted world of marketing, from building grassroots campaigns to running enterprise-level account-based marketing (ABM) strategies. Whether you’re a budding marketer or a seasoned pro, this episode is packed with actionable advice and industry insights.

Key Takeaways

1. Adapting Marketing to a Changing Landscape Christine highlights the rapidly evolving nature of marketing roles, from demand generation to customer marketing. She emphasizes the importance of staying ahead of trends and understanding how new strategies like ABM are reshaping the way companies engage their audience.

2. Lessons from a Non-Traditional Path Christine’s journey from aerospace engineering to marketing leadership underscores the power of adaptability. Her early entrepreneurial efforts, including running a ballroom dance business, taught her valuable lessons in grassroots marketing and creative problem-solving.

3. Leadership in Marketing As a marketing leader, Christine discusses the importance of aligning with company goals, understanding team dynamics, and hiring people whose strengths complement her own. Delegation, she says, is a critical skill for any leader who wants to maximize their team’s potential.

4. The Value of Networking and Mentorship Christine advises budding marketers to learn from others by reaching out to professionals, attending networking events, and joining industry groups. She shares her own experiences at events like the SPRYNG conference, where exchanging ideas with peers offered deeper insights than reading online articles.

5. Measuring Success with OKRs Christine explains how Objectives and Key Results (OKRs) help align individual and departmental goals with broader company objectives. She illustrates how clear metrics and collaboration across teams drive impactful marketing campaigns.

Timestamps

 * [02:30] – Christine’s journey from aerospace engineering to marketing.
 * [10:15] – The many roles in marketing: From product marketing to event marketing.
 * [22:45] – The importance of delegation and hiring for strengths.
 * [30:50] – How OKRs align teams and drive measurable success.
 * [45:15] – Advice for indie studios starting with limited marketing budgets.

Featured Guest: Christine Dart

 * Expertise: B2B marketing, customer engagement, and grassroots strategies.
 * Background: Transitioned from aerospace engineering to marketing leadership, with experience in startups and enterprise organizations.

Memorable Quotes

 * “Marketing is all about listening—to your customers, your team, and the market.”
 * “Don’t be afraid to fail fast. Pivoting quickly is part of finding what works.”
 * “OKRs help us align big-picture goals with the day-to-day work that drives results.”

ENCORE Christine Dart on Navigating Marketing in Gaming and Beyond

Episode Overview:
In this episode of Player Driven, Greg talks with Gareth Weatherley, the Senior Customer Relations Manager at Pearl Abyss. Gareth shares his journey in customer support across the gaming industry, the resurgence of game masters, and the balance between automation and human interaction in creating unforgettable player experiences. With insights from his time at Blizzard, Kakao Games, and now Pearl Abyss, Gareth offers a unique perspective on community building and player engagement.

5 Key Takeaways:

 1. The Evolving Role of Game Masters
    Timestamp: [04:30]
    Gareth discusses the return of game masters in modern MMOs, reflecting on their role in early games like EverQuest. He explains how Pearl Abyss is bringing back game masters to foster direct player interactions and make in-game events more engaging and personal.
 2. Balancing Automation with the Human Touch
    Timestamp: [12:45]
    Gareth talks about how automation and AI have improved efficiency in customer support but emphasizes the need for maintaining human engagement. He shares how direct player interactions, especially in critical moments, can enhance the overall gaming experience and build player loyalty.
 3. Memorable In-Game Events
    Timestamp: [19:15]
    A highlight of the episode is when Gareth recounts organizing a virtual wedding for a player during the COVID-19 lockdown. He details how this event brought the community together, creating a memorable experience that went beyond the screen and became a cherished memory for the players involved.
 4. Adapting to Player Expectations
    Timestamp: [26:00]
    Gareth reflects on his time at Blizzard and Kakao Games, discussing how player expectations have evolved over the years. He shares strategies for managing community feedback and the importance of being adaptable in response to player needs.
 5. Looking Ahead: The Future of Player Engagement
    Timestamp: [32:40]
    Gareth envisions the future of player support as a blend of automation for efficiency and personalized touches for meaningful engagement. He talks about how Pearl Abyss is positioning itself to remain at the forefront of community-driven support and the opportunities that lie ahead in evolving communication platforms.

Episode Summary:
In this episode, Gareth Weatherley delves into the importance of direct player interaction, the return of game masters, and how balancing automation with human touch can make all the difference in player support. With heartwarming stories and strategic insights, Gareth offers a fresh perspective on creating a thriving gaming community. Tune in to learn how Pearl Abyss is setting a new standard for community engagement in the gaming industry.

Reviving Game Masters: How Pearl Abyss Brings Player Engagement Back to Life

Episode Overview:
In this episode, Greg Posner interviews Fiene Ziegler, Senior Community Management Specialist at InnoGames. Fiene shares her journey into gaming, insights on merging community management with social media, the importance of data-driven strategies, and her vision for the future of player engagement. Her experience sheds light on how to effectively manage online communities in a dynamic industry and adapt to new platforms to reach a wider audience.

Topics: Community Management, Social Media Strategy, Gaming Industry Trends, Player Engagement

Key Takeaways:

 1. Journey to Gaming and Community Management
    Fiene shares her unique journey from studying law to entering the gaming industry as a community manager. Her initial involvement was volunteer-based, leading her to a full-time role at InnoGames, where she manages community engagement for titles like Forge of Empires. Her background adds depth to her role, as she balances passion for gaming with the objectivity needed for community management.
 2. Importance of Game Knowledge and Player Perspective
    Fiene emphasizes the value of knowing the game inside and out, even as a manager. By actively playing Forge of Empires, she stays in touch with the player experience, offering insights to developers and community managers. Her expertise positions her as a resource within InnoGames for game-related decisions, showing how deep product knowledge can enhance community relations and drive engagement.
 3. Social Media and Community Strategy
    Fiene discusses the blending of community management with social media strategy, a trend she’s championed at InnoGames. Platforms like TikTok, Instagram, and YouTube are essential for player engagement, though InnoGames finds certain platforms, like Facebook, more effective for its demographic. Fiene advocates for tailored content that resonates with current players while reaching new audiences organically.
 4. Leveraging Data and KPIs in Community Engagement
    With a data-driven approach, Fiene and her team monitor KPIs like engagement, reach, and active player response to measure campaign effectiveness. She uses tools like Power BI to track data, helping her strategize content and engage players more effectively. Her focus is to balance entertaining existing players while reaching out to potential players through innovative, data-backed campaigns.
 5. Future Goals and Constant Learning
    Fiene talks about her career aspirations, expressing an interest in furthering her skills in social media and marketing. With a passion for learning and self-improvement, she highlights the significance of acquiring diverse skills—like using Premiere Pro and Canva—to stay current in a fast-evolving industry. Her commitment to growth serves as an inspiration for others in community management and social media roles.

Episode Summary:
In this episode, Fiene Ziegler provides a comprehensive look at what it means to manage and grow a gaming community. She offers practical insights into blending community engagement with social media strategies, leveraging data for decision-making, and building credibility through in-depth game knowledge. For gaming professionals and community managers alike, her journey and strategies are both inspiring and actionable, showcasing the impact of a well-rounded approach to community engagement.

Blending Community and Social Media: Insights with Fiene Ziegler of InnoGames

Introduction: In this episode of Player Engage, Greg Posner sits down with Mark Sample, the Studio Creative Director at Sumo Digital, who brings an extensive background in game development, having worked with studios like King, 2K, IOI, Ubisoft, and Sony. Mark shares insights into his journey from pixel art on the Commodore 64 to leading creative direction at Sumo Digital.

 * The Role of a Studio Creative Director Mark explained his responsibilities, focusing on guiding the creative vision of games, mentoring creative directors, and staying aligned with current industry trends. His role also involves making high-level decisions about game pitches and prototypes.
 * Staying Current with Industry Trends Mark emphasized the importance of staying updated on gaming trends through playing new games, regular team catch-ups, and leveraging insights from Sumo’s parent company, Tencent.
 * The Evolution of Game Design Tools He discussed how tools like Unreal and Unity have revolutionized game development, making it more accessible but also reflecting on the unique challenges and rewards of early game design with limited tools.
 * Balancing Risk and Innovation in Prototyping Prototyping is a critical part of game development, and Mark highlighted the challenges of turning ideas into workable prototypes. He shared the importance of knowing when to pivot or cut ideas that don’t work.
 * The Importance of Listening and Decision-Making Active listening is a crucial leadership skill, according to Mark. Whether dealing with feedback or making decisions about game features, understanding when to listen and when to act is key to success in game development.
 * Transitioning from Hands-On Roles to Leadership Mark talked about the challenges of moving from hands-on game design to strategic leadership. He candidly discussed missing the direct creative work and how he had to adapt to managing people and processes.

Summary Mark Sample’s insights provide a fascinating look into the world of game development from a creative leader's perspective. His journey from early game design on basic systems to leading creative teams at Sumo Digital showcases the dynamic nature of the industry. The conversation underscores the importance of continuous learning, passion, and adaptability, and highlights the critical skills needed to thrive in game development. Mark’s emphasis on listening, making tough decisions, and maintaining a balance between creativity and practicality offers valuable lessons for both aspiring and experienced game developers.

Leading with Vision: The Challenges of Balancing Creativity and Strategy with Mark Sample

MDEV is a fast-growing gaming conference taking place on November 7-8 at the Alliant Energy Center in Madison, Wisconsin. Now in its sixth year, MDEV has doubled its audience year after year under the leadership of Ben Kvalo, founder of Midwest Games. Backed by sponsors like Unity, Unreal Engine, and PUBG Studios, MDEV showcases the talent of Midwest studios and is building momentum as a key event for game developers in the region.

Check out our interview with Ben Kvalo to learn more about his vision for MDEV and the Midwest gaming community.

Key Topics Discussed

 * Introduction to Ben Kvalo and His Roles: Learn about Ben’s journey and his significant contributions to the gaming industry in the Midwest.
 * The Growth of MDEV: Discover how MDEV has doubled its attendance every year for the past three years and what makes it a unique and accessible event for game developers and enthusiasts.
 * Midwest Gaming Studios: Ben highlights several prominent studios in the region, including Raven Software, Respawn, PerBlue, and many more, showcasing the rich talent pool and innovative projects coming out of the Midwest.
 * Keynote Speakers at MDEV: Get a sneak peek into the exciting lineup of keynote speakers, including Megan Morgan, Jr. from Santa Monica Studios and Matt Weibel, COO of Second Dinner.
 * Community and Family Values: Explore the strong sense of community and family values that permeate the Midwest gaming industry, fostering a supportive and collaborative environment.
 * Future of MDEV: Ben shares his vision for the future of MDEV, including plans for expanding the event and introducing new opportunities for networking and collaboration.

Midwest Rise Up and Prep for MDEV with Ben Kvalo

In this episode, Greg sits down with Ryan Burnett, the Studio Director at Respawn Madison, to talk about his journey in building a new studio from scratch, his leadership philosophy, and the growing game development hub in the Midwest. Ryan shares insights on how Respawn handles LiveOps for Apex Legends, the challenges of recruiting talent, and maintaining a healthy work culture. They also dive into the importance of consistent work in live-service models and the evolving role of player feedback in game development.

Key Timestamps:

 1. Building Respawn Madison (01:03 - 03:23)Ryan discusses how he was tasked with building a studio in Madison, explaining the importance of assembling a leadership team and building culture from the ground up. He highlights how there’s no guidebook for building a studio, and much of the journey involves figuring things out as you go.
 2. Midwest Game Development Hub (03:23 - 04:47)Ryan touches on how the Midwest, specifically Madison, is becoming a hotbed for game development. He notes that within a 15-mile radius, games like Call of Duty, Fortnite, PUBG, and Apex Legends are being developed—making the Midwest a hidden gem for game development.
 3. Preventing Burnout and Managing LiveOps (09:18 - 10:58)Ryan emphasizes that preventing burnout in a LiveOps environment is about more than just managing work hours. It's about effective decision-making, good communication, and maintaining consistent workloads without overwhelming peaks. The importance of predictability in LiveOps is key to maintaining a healthy team.
 4. The Role of Player Feedback (16:43 - 18:31) Apex Legends is constantly evolving based on feedback from the player community. Ryan explains how Respawn uses multiple channels—like analytics, social media, and community forums—to gather both quantitative and qualitative feedback, which directly influences their content roadmap.
 5. Leadership and Culture in Game Development (32:10 - 35:15)Ryan speaks about his leadership philosophy, focusing on building a team-oriented culture where good ideas can come from anyone. He also shares his journey from being a tech programmer to taking on leadership roles, recognizing that his strength lay in working with people and solving challenges collaboratively.

Conclusion:

This episode provides a unique look into the journey of building a new game studio and leading in the fast-paced world of LiveOps. Ryan Burnett’s emphasis on leadership, player feedback, and work-life balance offers valuable lessons for industry professionals looking to grow their teams and deliver sustainable results in live-service games.

Scaling for Success: Ryan Burnett on Building and Leading Respawn Madison

Summary: Greg interviews Josh Garity, the founder and CEO of Pyramid Lake Games, to discuss the ins and outs of indie game development. Josh shares insights on their latest project, Varsity High School Football, detailing the challenges of creating a game that represents hundreds of high school football teams across the U.S. He highlights the importance of community feedback and how Pyramid Lake Games stays connected with their players through platforms like Discord and Patreon. Josh also reflects on his partnership with Midwest Games and how shared values helped secure the future of their family-friendly title Floor is What. This episode gives listeners a fascinating look at the indie game development process, the complexities of building realistic games, and the value of community in the industry.

Key Topics:

 1. Introduction to Pyramid Lake Games
    Josh Garity shares the journey behind Pyramid Lake Games, based in Madison, Wisconsin. He discusses their growth and upcoming projects, including their new game Varsity High School Football and the evolution from Doug Flutie's Maximum Football.
 2. The Genesis of Varsity High School Football
    Josh reveals how the idea for Varsity High School Football came from the popularity of high school football culture in the U.S., particularly in states like Texas. His team did in-depth research into high school classifications, divisions, and how to best represent the sport in a video game.
 3. Challenges of Game Development
    Josh talks about the complexity of managing the data for hundreds of high school teams across 50 states. He touches on balancing realism and gameplay accessibility, ensuring players from different regions feel represented while keeping the game fun and manageable.
 4. Community Engagement and Feedback
    The importance of community feedback is highlighted as Josh explains Pyramid Lake Games’ approach to interacting with fans through platforms like Discord and Patreon. He discusses the challenge of building a broad community outside of a small core group of followers and the value of direct communication with players.
 5. Collaborating with Midwest Games
    Josh reflects on his experience partnering with Midwest Games, sharing how their shared values and open communication made it a perfect fit for publishing Floor is What. He emphasizes the importance of having the right partners when working on indie games.
 6. Future Plans and the Power of Feedback
    Josh outlines his ambitions for Pyramid Lake Games, with a strong focus on continuing to involve the community. He mentions plans for a winter playtest of Floor is What, encouraging players to wishlist the game on Steam and join the development journey.

Timestamp Highlights:

 * [00:02:27] – The origin of Varsity High School Football and the inspiration behind focusing on high school sports.
 * [00:06:30] – Josh discusses the research that went into representing hundreds of high school teams across various states.
 * [00:10:39] – Josh shares the critical role of community engagement in indie game development.
 * [00:14:42] – The partnership with Midwest Games and how shared values created a strong publishing relationship.
 * [00:27:35] – Josh talks about the development process behind Floor is What, a family-friendly party game inspired by Mario Party and Fusion Frenzy.

Game Development, Midwest Values: A Chat with Pyramid Lake’s Josh Garity

Introduction: In this episode, Greg Posner welcomes Jennifer Javornik, the Chief Partnerships Officer at Filament Games, to discuss the impact of educational gaming and the thriving Midwest game development community. Jennifer shares insights into how Filament creates games that go beyond entertainment by transforming players and shaping the future of education through immersive, meaningful experiences. This conversation also highlights the Midwest as an emerging hub for game development, and the key role the Wisconsin Games Alliance plays in that growth.

Key Takeaways:

 1. The Mission of Filament Games
    Jennifer emphasizes that Filament Games is a mission-driven, for-profit studio that focuses on creating playful experiences that improve people’s lives. Their goal is to make learning fun and engaging, with players emerging from their games transformed in some way—whether it’s learning new concepts, developing confidence, or making behavior changes.
 2. Transformative Power of Games
    Research backs the effectiveness of well-designed games in education. Games provide an interactive problem space where players can experiment, explore, and gain deeper, longer-lasting understanding compared to traditional learning methods. Jennifer explains how Filament Games integrates this approach into their educational products to encourage players to engage with and retain the material.
 3. Impact of COVID on Game Design
    The pandemic led to a shift in educational needs, as many students struggled with virtual learning. Jennifer shares how Filament Games adapted by exploring how their games could support students and teachers during this time. The focus has increasingly been on building multiplayer or collaborative experiences to enhance the learning environment.
 4. Innovative Platforms for Learning Games
    Filament Games develops across a variety of platforms, from standard tools like Unity and Unreal to HTML5 and mobile devices. Jennifer highlights their work on more unconventional platforms, such as Roblox, and even details their creation of a unique game for pediatric MRI machines to help children remain calm during scans.
 5. Building the Midwest Game Development Community
    Jennifer discusses her work with the Wisconsin Games Alliance and how the Midwest is becoming a hub for game development. She notes the growing number of indie and AAA studios in the region and the importance of initiatives like MDev to unite the game development community and showcase the talent and innovation coming out of the Midwest.

Timestamps:

 * [01:10] – Introduction to Filament Games and its mission-driven approach to game development
 * [03:33] – How games can provide better learning experiences through interactive problem-solving
 * [05:23] – The impact of COVID on education and game design at Filament Games
 * [07:32] – Filament's work on multiple platforms, including Unity, Unreal, Roblox, and even MRI machines
 * [13:18] – Jennifer discusses the growing game development scene in the Midwest and the role of the Wisconsin Games Alliance

Exploring the Power of Educational Games and the Growing Midwest Game Development Scene with Jennifer Javornik

Summary: In this episode, we sit down with Andrew Hogan to explore the growing problem of cheating in online gaming. Andrew shares his journey from brand strategy at Barclays to co-founding Intorqa, a company dedicated to combating cheating through with threat intelligence. We dive into the business of cheating, its impact on game developers, and how Intorqa's SaaS platform helps publishers stay one step ahead of cheaters. This episode is a must-listen for game developers, community managers, and anyone interested in maintaining a fair gaming environment.

Key Topics Covered:

 1. Introduction to Andrew Hogan and Intorqa: Andrew’s background in brand strategy and his unexpected path from Barclays to gaming.
    How Intorqa started during the early days of COVID-19 and has evolved since then.
 2. The Business of Cheating: Cheating has grown into a commercial enterprise with subscription models similar to SaaS.
    Cheating is not just about hobbyists anymore; it’s a lucrative business with developers selling cheats to players.
 3. Cheating and Its Impact on Gaming Communities: Cheaters drive players away, affect in-game spending, and damage the game’s reputation.
    Toxicity linked with cheating often creates a negative loop, pushing more players towards cheats and spreading distrust within communities.
 4. The company provides actionable insights to game publishers, helping them stay ahead of cheating trends.
 5. The Real Cost of Cheating: Cheating costs developers by driving players away and decreasing in-game purchases.
    Andrew discusses the financial impact on developers and how anti-cheat efforts help protect game economies.
 6. The Challenges of Implementing Anti-Cheat Measures: Cheaters constantly adapt, making anti-cheat a never-ending game of cat and mouse.
    Insights on why developers must prioritize anti-cheat strategies early in game development.
 7. Andrew’s Insights on Gaming Security: How Intorqa’s platform helps developers understand and preempt cheating tactics.
    Discussion on some of the most sophisticated cheats, including Direct Memory Access (DMA) cheats.
 8. Future of Gaming and Anti-Cheat Technology: The importance of staying vigilant as gaming continues to grow.
    Intorqa’s vision for a safer and fairer gaming environment.

Timestamps:

 * 00:32 - 02:24: Andrew introduces himself and the origins of Intorqa.
 * 04:02 - 05:42: Discussion on how cheating has become a commercial business.
 * 10:25 - 12:47: The impact of cheating on player experience and community toxicity.
 * 13:28 - 15:30: How Intorqa’s SaaS platform gathers intelligence from cheat forums.
 * 32:17 - 34:13: When and how game developers should start thinking about anti-cheat measures.

Combating Toxicity and Cheats in Gaming with Intorqa’s Andrew Hogan

Episode Description: In this episode, we dive into the world of game development with Thaddeus Sasser, Game Director of Marvel Rivals at NetEase. Thad shares his journey from working on major franchises like Call of Duty and Battlefield to leading the development of Marvel Rivals. We discuss the challenges of balancing creative vision with stakeholder expectations, bringing iconic Marvel characters to life in a hero shooter, and the final push towards the game’s highly anticipated launch. Whether you’re a game developer, a Marvel fan, or someone interested in the behind-the-scenes of game design, this episode offers invaluable insights.

Timestamps & Key Takeaways:

 1. [02:15] Announcing Marvel Rivals at Gamescom Thad talks about the excitement and relief of announcing Marvel Rivals' release date and the addition of Captain America and Winter Soldier. He shares how this announcement has energized the team as they enter the final stages of development.
 2. [08:40] What Does a Game Director Do? Thad explains the role of a game director, detailing how it involves holding the creative vision, managing the team, and making crucial decisions that keep the project aligned and moving forward. He emphasizes the importance of leadership and inspiring the team.
 3. [15:30] Balancing Marvel’s Vision with Creative Freedom We explore the challenges of working with a huge IP like Marvel. Thad discusses how his team collaborates with Marvel to ensure characters stay true to their origins while still pushing gameplay boundaries to surprise and delight players.
 4. [21:50] Designing Characters and Team Synergy in Marvel Rivals Thad dives into the process of designing diverse heroes with unique abilities and how they ensure balanced and engaging gameplay. He shares how characters like Spider-Man are adapted to maintain their iconic traits while offering a fresh gameplay experience.
 5. [28:10] Lessons Learned from Past Franchises Reflecting on his work on games like Call of Duty and Battlefield, Thad shares the importance of iteration, feedback, and making tough cuts in the development process. He explains how these experiences have shaped his approach to Marvel Rivals.
 6. [35:00] The Next Steps for a Game Director Thad discusses potential career paths for game directors, from moving into studio-level design roles to starting their own studios. He reflects on his passion for staying hands-on with the creative process and being the vision holder for projects.

Key Quotes:

 * “You have to push the boundaries of the franchise to surprise and delight players while staying true to the core IP.”
 * “There’s a moment when you find the fun, and that’s what keeps you hooked.”
 * “I love being the vision holder and part of the creative process.”

From Call of Duty to Marvel Rivals: Balancing Risks and Fun in Game Direction with Thad Sasser

Welcome to Player Driven, the hub where gaming insights and community collide.

We believe that behind every great game is a thriving community and an unforgettable player experience. Whether it’s building inclusive environments, exploring the latest tech, or diving into the art of storytelling, our mission is simple: to empower the creators, communities, and players that make the gaming world extraordinary.

What We’re About:
🎮 Insightful Conversations – Through our podcast and community clubhouse, we bring industry leaders, creators, and innovators together to explore the cutting-edge of gaming.
🌍 Player-Centric Focus – From accessibility to trust and safety, we champion the initiatives that keep players at the heart of the industry.
📈 Data Meets Creativity – With a knack for combining KPIs with compelling narratives, we highlight strategies that don’t just work but resonate.
🤝 Community Building – We celebrate what makes the gaming community special: its people. From indie developers to AAA veterans, every voice matters here.

Join us as we explore what drives games, empowers communities, and defines success in the ever-evolving gaming landscape.

Your Game. Your Story. Your Community.