Call of Duty: Modern Warfare 2 will not just be among the year's most acclaimed and successful titles, but it will also be one of the most extensively and precisely marketed titles to boot. According to Infinity Ward’s community manager Robert Bowling, it's because of the developer's hands-on approach to the game's marketing.
“We know everything there is to know about Modern Warfare 2,” said Bowling to MCV. “Not only do we know the game but we know the gamer. We know what to expect from them and what they expect from us. So it helps us guide design decisions and decisions overall, including with PR. There are certain things that are good for a press release and there are some things that are good if we presented them in a casual way – such as through Twitter.”
Bowling has personally revealed many of Modern Warfare 2's key gameplay and consumer features and he thinks more developer's should follow suit.
“I think it is essential for developers to have that power,” noted Bowling. "I don’t think any developer should not have control of how their game is presented or marketed or communicated. And they should take control of that a lot, lot more. It is why I started the Twitter account in the first place. I have direct line to our audience and the press. Many editors will follow me, and they can direct message me and I can clarify things. There is no middleman. We are responsible for what we say and what we do, and we can be held accountable for our successes and failures.”
We wonder if most developers don't have enough cache with their publishers to be able to be involved in marketing or if they simply don't care to be bothered with that part of the business.
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