Star power: a practical guide to celebrities in gaming marketing

This practical guide is your backstage pass to doing celebrity collaborations right. From the first contract to the final cut, we break down the strategy, costs, and creative decisions that turn star power into player engagement.

Because celebrity marketing isn’t just about hiring the hottest name in Hollywood. It’s about knowing when a celebrity makes sense, how to integrate them into your game world, and what pitfalls to avoid along the way.

Inside, you’ll find:

• The six moments when celebrity marketing can change your game’s trajectory
• How to budget realistically (yes, we talk numbers)
• Production realities that save you time, money, and headaches
• Creative approaches that make the celeb fit your IP — not the other way around
• Wins, fails, and what they teach us
• A case study: Pedro Pascal and Merge Mansion’s leap into pop culture

Game studios, marketers, producers, and creative teams who want to:

• Break into new markets
• Relaunch an IP with cultural impact
• Turn timed events into must-play moments
• Build buzz that lasts longer than launch week