Generating the data needed for decision making when marketing video games is pivotal for the success of game companies and the games they develop. The practice of generating knowledge for developing games is not something new to the industry but is something that today to a large degree informs the development of games. This same practice needs to be widened to understand your company’s customer. This chapter presents an overview of the relationship between the marketing of video games and the information needed to understand consumers and the different markets. The chapter also discusses how this can be done within the conﬁ nes of the company.