One of the biggest challenges facing game developers today is how to get your game on people's radar in such a competitive marketplace. The Discoverability track will focus on helping you do just that - finding and attracting the right audience, nurturing your community and building good relationships with media, streamers and other influencers. Hear case studies, top tips and practical advice from the people behind some of the most successful games around.

Discoverability sessions

(Almost) Everything You Need To Know About TikTok

Tuesday 26th October: 16.00 - 16.45 :

TikTok has gone from a niche app for lip-syncing teens to one of the most popular social media platforms. While it's growth has been fuelled by the pandemic, it is still unstoppable, especially amongst Gen Z – the generation that finds gaming more culturally relevant than music or film. While it can be incredibly effective, it's not necessarily an easy network to crack, and brands who have done it well have had to adjust their social strategy. During the talk, YRS TRULY's MJ Widomska will take you through the dos and don'ts of TikTok – for both paid and organic – and present a few case studies that show how diverse success can be on TikTok, including YRS TRULY's award-winning TikTok campaign for Dungeons & Dragons.

  • Understanding TikTok as a platform, and what audiences there expect from brands
  • An idea on how TikTok can be approached through a variety of organic/paid activations
  • The knowledge on how to best mix paid and organic on TikTok

Why Marketing Your Studio is Just as Important as Marketing Your Games

Wednesday 27th October: 14.00 - 14.45 :

Studios spend much of their time and money marketing their games and the projects that they’re working on, which makes a lot of sense. At the end of the day the games bring in the money! But few studios spend time explaining who they are, what their culture is like, and why people should want to work for them. For too long studio cultures have been opaque, hidden behind secret projects and NDAs and unfortunately, for some studios, this has allowed toxic environments to fester. In her role at Brand Communications Manager at Rebellion, Abbie spends her work hours building the brand of Rebellion beyond just the games they make. Talking about your studio and your culture is more important than ever. It’s not just important for hiring and attracting talent. It can be vital for third-party studios and service providers to attract business, reassure partners, and gain that brand recognition in a positive light with gamers and game developers alike. In this talk Abbie will explain her vision for what studio branding and marketing should look like in the future. She will explain how you can start talking about your studio beyond the games that you make. How this will allow you to outline what is important to you as a company, why participating in the games industry as a whole is vital, and how this will attract new business, and build your brand identity within the games industry – when it’s done right.

You will know why Marketing your games studio is just as important as marketing your games You will know how to start talking about your studio, and where to look for inspiration. You will have a tonne of ideas and inspiration on how to start communicating your culture to the outside world

Noise vs Momentum – Driving Desire for Your Game

Wednesday 27th October: 15.00 - 15.45 :

A practical session that demonstrates how to build the communication milestones required for a successful launch.
Noise is good but momentum is better. The session looks at successful ways to get attention and then manage that interest to retain and drive momentum in the run up to launch.

  • Finding your story – how to create a compelling PR angle
  • Running an international campaign – what does this really mean and how do you do it?
  • Breaking into the “mainstream” media – is it worth it?
  • Assets – what graphics and videos do you need to sell your game?
  • How to setup an effective store page 

How Much Does This Even Cost? Using Analytics Tools to Measure ROI on Consoles & PC

Wednesday 27th October: 16.00 - 16.45 :

Kat is discussing how to use Urchin Tracking Modules (UTM's) to effectively measure paid marketing outside of the mobile ecosystem. With the new Steam UTM analytics now in public beta, we investigate how all studios, from tiny indie's to huge AAA publishers can use UTM tracking. From working out more accurate estimates for CPA to calculating, Kat runs through the basics, the setup and how to effectively measure and benchmark results for fantastic improvements on accuracy & ROI.

  • How to set up, measure and understand what Steam UTM data shows you.
  • Useful methods for marketing a game on multiple platforms
  • How to compare marketing methods to work out what "good" ROI is

Understanding Influencer Marketing Across Countries: Why Am I Paying More for Less Views?

Thursday 28th October: 12.15 - 13.00 :

Learn how territory knowledge can help your influencer marketing campaigns. Through a thorough dataset we examine hundreds of activations to extract key learnings across regions (North America, LATAM, central Europe, eastern Europe and Russia). Learn how the average cost per country compares across territories and how you need to scale your budgets.


  • Understanding of how the influencer marketing ecosystem differs across regions
  • Data references and pointers on how to spend your influencer marketing more effectively
  • An influencer marketing campaign framework to use on your own international campaigns

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