Want to shake things up? You aren't a dudebro? Get an MBA and change the system from within - take calculated risks and try new things. Don't give in to the tried and true formula that prevents you from standing out.
This. If you want to look at Engineer-to-Executive development, contrast Steve Jobs and Steve Wozniak. Regardless of your opinion of his leadership, Jobs bothered to learn how businesses were run and applied that knowledge to multiple areas on entrepreneurship. The other, less so. Both are valid choices, but if I could do it over again I would study a lot more basic business administration and finance. EVERY venture depends on these things to some level. At 41, I've had to learn instead through experience. I got my degree in theatre.
Okay, that's all a really reductive argument above. But my experience over the years, and incidentally something I was just talking about today, is that once inside the big budget and risk machine that is any large company, it gets really easy to be risk averse and just focus on the P&L and only do tried and tested methods and executions. More companies need to embrace the idea of an experimental budget to give people the freedom to try new things to make their ideas and products they represent stand out more and come up with new ways to market and sell those products.
The thing is, in many places (not game industry specific), it's difficult to get into a position where you can affect that kind of change without being part of the "club" in a way, and that club usually leans to conservative, tested executions.
/preach over
Furthermore you have a different set of options available to you depending on if you run a public or a private company. Part of the reason Valve has been so successful is their ability to pursue a long-term R&D plan that may end up just flushing money away without Gabe having to explain to the shareholders why profits weren't in line with revenue increases, etc. etc.
We all praised Ricatello for pursuing new IP at EA. Then the titles sold for crap. Imagine what could have happened if he could have said "quarterly profit for investors in EA will simply have to decline while we lay groundwork for our profits 8 or 9 years down the road. We will persist in these efforts."
I don't think games on Greenlight need marketing. They need PR and exposure.
We live in a world where these are inextricably linked.
I see no stronger need right now than in small teams who bust their ass and get their game out, and then all look around at each other to try and figure out who is going to be the Cliff Bleszinski for the company.
I learned a long time ago putting on stage shows that it didn't matter how brilliant the production was if you didn't have butts in the seats.
Game marketing, however... that exposure that audiences get to games being sold... it's not good. Look at every puerile marketing campaign for video games out there. It's awful stuff, catering to a stereotypical group of people who tend to exist on the very fringe of things.
I believe that things are at their best when the marketers work to support the developers and not treat the audience like they're idiots... but in gaming, this seems preciously rare.
There is some crap-ass marketing going on out there, some real looloo stunt-based attention-grabbing failures.
Meanwhile, neither Sony nor Microsoft have a truly compelling loyalty program in place. They spend all day gathering data from their players on their network but their direct marketing efforts are not tiered or tailored to the player in the way that is possible. They make no distinction between their high-value players and low-value players.
It seems their every marketing decision is based around the product--even their often inappropriate early input into the viability of the product at all--instead of being focused on the customer.
I am amazed in an industry where product releases at $60 but is $40 or $20 within weeks if it fails, that direct digital marketing is not tailoring tiered call-to-action coupon offers to "VIP" consumers to drive PR and attention to the title. I am still stunned that Nintendo is the only company to give you items of value in exchange for registering dozens of their games and prooving loyalty.
Instead? Bloody severed torso with tits. Dante's Inferno protestors. High concept racist European billboards. Crying babies. All the signs of marketers in love with needless PR fiascos and dumping money into overpriced traditional media advertising
In any case, no where am I saying give people with no social skills the management role just because they are engineers - I am saying I like the models of smaller game development companies like id Software where it's a good balance - I think with the advent of digital these smaller models are scalable as evidenced by situations like in Silicon Valley where the product managers are technical and most CEOs are increasingly technical
If the goal of any company is to continue to grow revenue than at some point you hit an economy of scale which includes so much business administration than it is folly not to trust business administrators.
I think I agree with your gist that it would be nice if more game company CEOs and marketers were gamers. The next best thing, however, is just for them to focus on their customers, and to continue to use the tools at their disposal to not only directly measure but directly communicate with, and listen to, their customers...
...and then use their business acumen to filter out vocal minorities in the customer base, do the hard math and make the hard choices as needed, to try and keep everyone successful and employed with increased revenue.
EDIT: I'll bite:
Delivery method does not change what you want to perceive the product as. If you want it to be a CPG, you will treat it that way. Just how you do the last mile delivery to the consumer may be different. Changes the landscape a little, perhaps the thinking, but you can still adhere to the more traditional ways.
Except you know exactly which customers bought which games, how many they have in their library, how often they play, whether they buy on sale or at full price, how much of a sale stimulates their purchase, etc. etc.
Digital distribution will provide these companies the direct data needed to properly move from indirect advertising-based marketing to direct marketing, often through leveraging the distribution platform itself.
We are no longer selling products. We are selling service. Again Steam leads the way. Remember the Portal 2 launch?