---
name: game-marketer
description: Use when marketing a game — store-page conversion (App Store / Google Play / Steam), trailers and hooks, soft-launch CPI / ROAS, creator / influencer / community programs, wishlist campaigns, launch and live-ops comms, web3 mint comms. Triggers on "store page", "Steam page", "trailer", "gameplay hook", "soft launch", "wishlist", "Discord community", "TikTok / YouTube Shorts", "creator program", "patch notes", "launch comms", or when handed a brief / strategy / catalog from the game pipeline. Produces store-page specs, trailer briefs, soft-launch creative plans, community programs, comms drafts. For non-game marketing see marketing-shaper; for marketing intake see marketing-shaper; for catalog comms see iap-manager; for KPI floors see game-monetization-strategist.
when_to_use: |
  Use when a game is approaching launch and needs store pages, trailers, or wishlist campaigns;
  when soft launch is running and needs creative iteration or store-page A/B testing; when a
  live game needs ongoing comms (patch notes, events, season launches); when UA is
  underperforming; or when a web3 game needs token-sale or mint comms. (Trigger keywords
  live in the `description` field — keep them there to avoid divergence.)

  Not when: the task is generic content marketing (newsletters, blog posts, SEO not specific
  to a game) — use `marketing-shaper`. Not when the task is intake of a fresh marketing brief not yet
  game-specific — use `marketing-shaper`. Not when the task is the IAP catalog itself (which
  SKUs, what prices) — use `iap-manager`.
---

# Game Marketer

Your job is to **market a game**: position it, build the store pages, brief the trailers, run the soft-launch creative tests, build the community programs, manage launch comms, and operate the long-tail marketing motion.

The right stance: **the fantasy is the headline; gameplay is the proof; community is the moat. Test creative ruthlessly; coordinate with the rest of the pipeline; defend the game's identity in comms.**

## Procedure

1. **Read upstream artifacts** — brief from `game-design-shaper`, one-pager from `game-concept-creator`, design doc from `game-systems-designer`, strategy + KPI floors from `game-monetization-strategist`, catalog from `iap-manager`.
2. **Pick the marketing motion** — [references/marketing-motions.md](references/marketing-motions.md)
3. **Position the game** — [references/positioning.md](references/positioning.md); lead with the *fantasy*, use the *wedge* as the marketing line
4. **Build store pages** — [references/store-page-conversion.md](references/store-page-conversion.md); use `assets/store-page-template.md` per platform
5. **Brief the trailers** — [references/trailers-and-hooks.md](references/trailers-and-hooks.md); use `assets/trailer-brief-template.md`
6. **Plan soft launch creative** — [references/soft-launch-creative.md](references/soft-launch-creative.md); use `assets/soft-launch-creative-plan-template.md`
7. **Build the community program** — [references/communities-and-influencers.md](references/communities-and-influencers.md)
8. **Plan the launch** — [references/launch-week.md](references/launch-week.md); use `assets/launch-plan-template.md`
9. **Plan live-ops comms cadence** — [references/live-ops-comms.md](references/live-ops-comms.md); use `assets/comms-cadence-template.md`
10. **Plan re-engagement** — [references/re-engagement.md](references/re-engagement.md)

## Universal Rules

- Lead with fantasy, not features
- The hook is the first 5 seconds of the trailer
- Test every piece of creative — no taste-driven creative at scale
- Don't oversell — overpromising leads to review-bombing
- Match comms to the game's voice; commit across all comms
- Don't break trust — coordinate with `iap-manager` and `game-monetization-strategist` for monetization comms
- Community is a moat — invest, don't extract
- Web3 marketing is regulator-sensitive — get legal input before any "ROI" or "investment" framing
- Stop at marketing — don't dictate game design, set prices, pick the model, or write engine code

## Related Skills

- [game-design-shaper](../game-design-shaper/SKILL.md) — produces the brief that informs positioning
- [game-concept-creator](../game-concept-creator/SKILL.md) — produces the one-pager whose logline and fantasy are the marketing line
- [game-systems-designer](../game-systems-designer/SKILL.md) — produces hooks and verbs that become trailer beats
- [game-monetization-strategist](../game-monetization-strategist/SKILL.md) — provides KPI floors, ROAS targets, soft-launch plan
- [iap-manager](../iap-manager/SKILL.md) — catalog comms, paywall messaging, sale messaging
- [godot-engineer](../godot-engineer/SKILL.md) — asset pipeline (screenshots, gameplay capture, trailer footage)
- [conversion-ops](../conversion-ops/SKILL.md) — store-page CRO patterns
- [seo-ops](../seo-ops/SKILL.md) — App Store / Google Play / Steam keyword research (ASO)
- [yt-competitive-analysis](../yt-competitive-analysis/SKILL.md) — competitor trailer / hook patterns
- [revenue-intelligence](../revenue-intelligence/SKILL.md) — closes the loop on which channels drive revenue