ABSTRACT
This chapter focuses mainly on the relationship between an external marketing group and the development team. The discussion revolves around what marketing and sales needs from the development team and how to make the most of this relationship. The marketing team creates and manages the marketing campaign around the game. Marketing is one of the tools to generate sales for the game; they handle the paid advertising and determine the branding and how to communicate it to the players. The PR group, working in conjunction with the marketing team, focuses on ways to generate free publicity for the game from websites, news organizations, and other outlets. To facilitate communication with marketing, establish a single point of contact on the development team whose job it is to work with the marketing team. This helps to prevent confusion and frustration on both sides since marketing has a clear point of contact through which they can route all their requests.
