Week 1 - For Beautiful Souls: Unwavering Trust, Heartfelt Gratitude & Empathy Through Every Storm

Week 1: Fizzling's Fun House – My Role as Marketer

🕊️ Originally written on September 11, 2022, as part of the MS Game Marketing and Advertising course at the University of Advancing Technology.

📘 This post is part of my weekly journal series: Weekly Journal: Fizzling's Fun House – My Role as Marketer, a reflective journey through learning, collaboration, and creative growth within UAT Game Studios.

✨ Each entry is offered with deep gratitude — a way to honor the lessons, the people, and the evolving craft of game marketing. This first week opened a foundation of heartfelt trust, discovery, and purpose. May it offer insight and reassurance to those at the start of something meaningful.

Context: UAT Game Studios,

Abstract

This week’s journal reviews the first three chapters of The Definitive Guide to Entertainment Marketing (Lieberman & Esgate) and summarizes related experiences from the project lead. We discuss basic marketing concepts, the size of the entertainment market, the key “four C’s” of entertainment marketing, and the importance of crafting the right marketing message. The journal also reflects on what I learned during the week (including key lessons and assigned tasks) and includes figures to illustrate major points.

What Is Marketing? How Is It Used?

Marketing involves identifying and meeting customer needs by creating and delivering value through goods and services. It typically includes selecting a target audience and emphasizing specific product attributes in advertising. Marketing tasks cover all phases of bringing a product to market: designing products and packaging; setting price, discounts, warranties, and return policies; planning advertising campaigns and promotions; arranging product placement; and partnering with retailers, distributors, or influencers to build brand awareness and loyalty. In short, marketing spans everything from product conception to after-sale support, all aimed at generating positive feelings about a brand.

Figure 1. Key marketing responsibilities.

Marketing is typically handled by the seller (e.g., a retailer or manufacturer), though some tasks are outsourced to specialist agencies or trade associations. As Figure 1 shows, most marketing activities originate with the seller, but sometimes trade organizations (like the U.S. Agricultural Marketing Service) run campaigns on behalf of an entire industry or region.

Market Size and Importance for the Entertainment Industry

Marketing is vital in entertainment because consumers spend a large share of their budget on entertainment, creating big revenue streams. In fact, U.S. households spend on average about $243 per month on entertainment (approximately $2,900 per year) (Gabrielle, N. (2022, March 25)). This figure comes from the U.S. Bureau of Labor Statistics Consumer Expenditure Survey. Although entertainment is only about 4.7% of a typical household budget (Gabrielle, N. (2022, March 25)), it still represents a huge total market when aggregated across millions of consumers. In 2022, the average household spent about $2,912 annually on entertainment (Gabrielle, N. (2022, March 25)), demonstrating how entertainment quickly adds up to a major part of consumer spending.

In 2020, the global games market generated $159.3 billion in revenue. This represented a +9.3% year-over-year increase, largely influenced by the pandemic’s impact on digital engagement. At the time, the mobile gaming sector led with $77.2 billion, followed by console gaming at $45.2 billion, both showing considerable growth due to increased screen time during lockdowns. (Wijman, T. (2020, May 8)). Mobile gaming’s strong growth is due to its low barriers to entry: over two-fifths of the world’s population owns a smartphone, and many mobile games are free to play (Wijman, T. (2020, May 8)). In addition, the closure of PC gaming cafes during the pandemic drove more players to mobile games (Wijman, T. (2020, May 8)). Because mobile development is generally simpler (and less prone to supply-chain delays), mobile gaming is expected to keep outpacing PC and console growth (Wijman, T. (2020, May 8)). For example, analysts predict there will be about 2.6 billion mobile gamers in 2020, though only ~38% will pay for games (Wijman, T. (2020, May 8)). This highlights the challenge of converting mobile players into paying customers (Wijman, T. (2020, May 8)).

Console gaming also grew in 2020 (forecast at +6.8% to $45.2 billion with ~729 million players (Wijman, T. (2020, May 8))), but growth is more constrained by production factors. Lockdowns initially helped console sales, but the industry still depends on physical distribution, cross-company certification, and global logistics. These factors can lead to delays: for instance, big console titles like The Last of Us Part II and Ghost of Tsushima faced COVID-related postponements (Wijman, T. (2020, May 8)). As a result, some console games may need to scale back features or delay releases. In summary, all segments of gaming grew in 2020, but mobile games saw the biggest jumps, while console growth was more modest due to its complex ecosystem (Wijman, T. (2020, May 8)). Yet these setbacks only reinforced the industry’s resilience, as developers adjusted strategies to deliver strong post-pandemic recovery by 2024.

Projected growth of the global games market from 2019 to 2024, illustrating industry resilience and opportunity. A hopeful outlook for marketers and creators alike, supported by data, trust, and gratitude for the power of play.

Figure 2. Global Games Market Forecast (2020–2023). Analysts predict continued growth in global games revenue, with estimating a +8.7% CAGR and revenues exceeding $200 billion by 2023.

Industry analysts had projected that the global games market would surpass $200 billion by 2023. This implied a compound annual growth rate (CAGR) of 8.3% from 2020 to 2023. Though this was a forecast at the time, the steady expansion of the industry throughout the mid-2020s has largely confirmed those projections, especially with the rise of mobile gaming and continued console development. (Wijman, T. (2020, May 8)).

Why Is This Market Outlook Important?

Understanding the market size and growth helps set marketing strategy and budgets. A growing games market means more opportunity (and competition) for games like Fizzling's Fun House. With global spending projected to top $200 billion by 2023 (Wijman, T. (2020, May 8)), well-funded competitors and shifting consumer trends must be taken into account. For example, knowing that mobile gamers will dominate growth suggests we should consider mobile-friendly strategies, even if our game targets PC or console users. The forecast also shows strong revenue potential, justifying investment in marketing to capture a share of a rapidly expanding market (Wijman, T. (2020, May 8))

The Four C’s of Entertainment Marketing

A useful framework from entertainment marketing theory is the “Four C’s”: Content, Conduit, Consumption, and Convergence. These elements describe how entertainment products move from creation to the customer:

Content: The creative product itself (e.g. a book, movie, song, game, or live experience). Content is the core idea or story that can be monetized across platforms.
Conduit: The channels or pipelines that deliver the content to audiences. In digital media, conduits include the Internet, cable, broadcast, and streaming services, but they also include physical venues like theaters, arenas, and theme parks.
Consumption: The format in which the customer receives and uses the content, such as digital downloads, CDs/DVDs, streaming on phones or TVs, live events, or printed media. The consumption method can range from a smartphone app to a movie theater.
Convergence: The technological merging of channels and devices. Convergence means content flows freely across multiple platforms (e.g., watching a movie on a phone, PC, or TV interchangeably), enabled by high-speed internet and smart devices.

Each C feeds into the others. Together, they turn a creative idea into a marketable product. For example, a new game (Content) might be sold on digital platforms (Consumption) through app stores (Conduit) and playable on phones, tablets, and consoles (Convergence). A marketing strategy must consider all four C’s to fully capitalize on the content by meeting consumers wherever they are.

A visually striking black-and-white design representing the Four C’s of entertainment marketing: Content, Conduit, Consumption, and Convergence. Each icon and term embodies how stories reach people — not just through channels, but through care, creativity, and the desire to connect meaningfully with audiences across all experiences.

Figure 3. The Four C’s of Entertainment Marketing.

This figure illustrates the interplay of Content, Conduit, Consumption, and Convergence. Each C offers a way to exploit an idea (the content), turning it into a sellable product or experience. An effective marketing campaign needs to integrate all four: it must package the content for the right conduit, plan how consumers will access it, and leverage convergence technologies to reach audiences on multiple devices.

Why Is the Marketing Message Important?

One of the most critical parts of marketing is the core message that connects the brand to consumers. In entertainment marketing (as in other fields), the message is one of the most important aspects of marketing. Without the right message, companies risk losing their chance to connect with customers (Turley, D. (2020, August 24)). Every company needs a clear and unique message that resonates with its audience (Turley, D. (2020, August 24)). In other words, big or small, brands must identify why people should care about their game or content and convey that in their marketing communications.

A compelling marketing message can make a game memorable. For example, emphasizing a game’s fun factor, unique story, or social features can help it stand out. Poor or generic messaging, on the other hand, may fail to build interest or loyalty. As one expert notes, “the message of a company is one of the most important aspects of marketing. Without the right message... you risk missing the chance of connecting to a lifelong customer” (Turley, D. (2020, August 24)). Thus, developing a strong, audience-focused message is essential early in the marketing process.

It is with immense sincerity and trust that we reflect upon this slide’s vital question: "Why is marketing message important?". We are inspired by the honest and profound answer that the message is one of the prime aspects of marketing, serving as the soulful bridge between our creation and the community. We appreciate this beautiful reminder to always communicate with clarity, goodness, and a positive influence.

Figure 4. The Importance of a Unique Marketing Message.

This figure underscores that tailoring your message to what customers value is crucial. If the message does not clearly connect the game’s value to the target audience, marketing efforts may fall flat. Our team will need to define a unique selling proposition for Fizzling's Fun House (e.g. its humor, visuals, or replayability) and emphasize it consistently across ads and promotions (Turley, D. (2020, August 24)).

Key Lessons from the Reading

From chapters 1–2 of Lieberman & Esgate’s book, I extracted several important lessons for entertainment marketing:

Lesson 1: In entertainment, content itself is what has monetizable value across platforms. For example, the story and characters of a movie or game can be sold as merchandise, streamed online, or turned into sequels. The outlets (Internet, TV, radio, theaters, etc.) are just conduits for delivering that content.
Lesson 2: Owning and controlling creative concepts (e.g., via copyright or licensing) is critical to generating revenue. Entertainment marketing often involves licensing brands, characters, and music across products (e.g. TV shows, lunchboxes, movies, sequels). Creativity is the soul of entertainment, but intellectual property (copyright, trademarks) is the key to monetization. This means protecting our game’s IP (artwork, code, story) will be important.
Lesson 3: Marketers must make deliberate decisions about strategy and budgets, rather than guesswork. Some professionals rely on intuition, but others use data and analysis (“big data”) to target audiences and measure ROI. In entertainment, there is little margin for error, so we need to use both creativity and analysis to guide our marketing choices. Every advertising dollar and messaging decision should be justified by clear goals and feedback.

Three beautifully outlined reading lessons in marketing and entertainment: the irreplaceable value of content, the complexity of ownership in creative industries, and the critical role of intentional decision-making. A heartfelt summary of core insights that nurture awareness, responsibility, and thoughtful leadership.

Figure 5. Key Learning Lessons.

This figure summarizes those lessons. In entertainment, content drives value, IP drives profits, and data-driven strategy drives success.

🛠️ UAT Game Studio – Project Lead Tasks

This week was mostly orientation. The project lead’s task for us was to become familiar with the Fizzling's Fun House game and the development team. To that end, I did the following:

Met the development team and learned about the project timeline.
Watched the Fizzling's Fun House animated series on YouTube to understand the game’s characters and humor. This helped me grasp the tone and style we need to reflect in marketing.
Reviewed initial project documents (game design, target audience research) to align marketing goals with the team’s vision.

The lead emphasized that our marketing strategy should stay true to the game’s creative roots (content) while reaching the right channels (conduit/consumption). These tasks helped me get up to speed so I can contribute effectively in the coming weeks.

A visual cycle representing the project lead's onboarding structure at UAT Game Studio: from discovering Fizzling's Fun House, to orientation, and into team building. This gentle, purpose-driven loop embodies empathy, clarity, and collaboration — the true spirit of creative project leadership.

Figure 6. This Week’s Onboarding Tasks. (The figure illustrates the orientation activities: meeting the team, studying the game show, and reviewing project plans.)

Conclusion

Entertainment marketing, when done well, builds brand awareness and drives revenue for creative products. The entertainment market is large and growing—U.S. households spend nearly $3,000 per year on entertainment (Gabrielle, N. (2022, March 25)), and global games revenues will likely exceed $200 billion by 2023 (Wijman, T. (2020, May 8)). A successful marketing strategy for Fizzling's Fun House will leverage these insights: focusing on content (the game’s entertainment value), using the right conduits (e.g. social media, YouTube, influencer partnerships), and delivering the game across multiple consumption platforms. Crucially, we must craft a compelling and clear message that resonates with our audience (Turley, D. (2020, August 24)).

In summary, the lessons from our readings and onboarding are: make content the hero, protect and extend our IP, use data to guide decisions, and always connect with customers through a strong marketing message. With these lessons in mind, our marketing efforts for Fizzling's Fun House can help the game cut through the noise in a competitive entertainment landscape.

📘 References – American Psychological Association (APA) Citation

Gabrielle, N. (2022, March 25). American households spend $2,900 per year on entertainment: 5 ways to have fun without breaking the bank. The Motley Fool (The Ascent).
Retrieved from: https://www.fool.com/the-ascent/personal finance/articles/american-households-spend-2900-per-year-on-entertainment-5 ways-to-have-fun-without-breaking-the bank/#:~:text=The%20average%20U.S.%20household%20spends,just%20over %20%242%2C900%20per%20year

Wijman, T. (2020, May 8). The world’s 2.7 billion gamers will spend $159.3 billion on games in 2020; the market will surpass $200 billion by 2023. Newzoo.
Retrieved from: https://newzoo.com/insights/articles/newzoo-games-market numbers-revenues-and-audience-2020-2023

Turley, D. (2020, August 24). Why is a marketing message important? Storm Cloud Marketing.
Retrieved from: https://www.stormcloud.marketing/articles/why-is-a-marketing message important#:~:text=The%20message%20of%20a%20company,connecting%20to %20a%20lifelong%20customer

Cox, A. (2021, September 20). Entertainment marketing: Everything you need to know (Infographic). Brafton.
Retrieved from: https://www.brafton.com/blog/distribution/entertainment

marketing/#:~:text=Well%2Dexecuted%20entertainment%20marketing%20will

,brand%20featured%20in%20a%20film

Series Navigation

→ Week 2 – Trust, Trends & Truths: The Expanding Heart of Game Marketing

🕊️ Thank you for reading this first journal entry in the Fizzling's Fun House – My Role as Marketer series.

✨ These reflections are shared with warmth, honesty, and a spirit of thoughtful beginning. May they encourage you to embrace each step with sincerity, curiosity, and care.

You are always welcome here.

Reflecting on systems, stories, and the evolving practice of game design.