Event marketing

Among Us We Missed A Perfect Marketing Opportunity On Gamescom Opening Night Live

Among us is one of the few games to have thrived during the height of the coronavirus pandemic. With many people around the world locked in their homes yearning to spend time together, indie gaming grew from a small player base to a global phenomenon within months. However, Innersloth explained how Among us was dropped before going viral, stating that it struggled a bit for the first few years. Part of that was probably how difficult it can be for indie games to capture consumer attention.


Marketing is a crucial part of any game’s chance of success. Without it, the product can’t reach its target audience and as a result, it won’t sell and earn back the money it took to make it. manufacture. This is why gaming conferences are extremely important for gaming companies, as well as the gamers who watch them. In the case of a live service game like Among usmarketing is even more important as a good ad or trailer at events like E3 can change the number of concurrent players it has on any given day.

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The European Space Agency at Gamescom

During Gamescom’s Opening Night Live presentation, one of the quieter moments of the presentation featured a message from ESA astronaut Samantha Cristoforetti from the International Space Station. She takes the time to thank the game industry for all the space-oriented sci-fi games that are currently in development. She credits these games for instilling in their players a curiosity about space, which will eventually lead to more astronauts wanting to learn more about what’s going on beyond planet Earth.

During Samantha’s message, she says “who knows? Maybe you’ll even be with us for the trip. [to other planets,]which may have made viewers laugh, even incidentally. A side effect of Among us become incredibly popular in such a short time is that, through people talking about it, the name of the game itself has become a joke. There are plenty of memes and videos out there that are about people playing game-related sound effects or giggling after the phrase “among us.” Despite this, however, the next game was not tied to the success of the board game at all, which could be a gigantic missed opportunity for Innersloth.

Among Us Previous Showcases

Among us is no stranger to video game showcases. The title has already been among many world premiere announcements at The Game Awards, and it even won Best Mobile Game and Best Multiplayer Game at the same event in 2020. While that helps prove the game has its place at conferences, his connection to The Game Awards also helps with the way Among us would fit in nicely with the opening night of Gamescom, as both events are hosted by the same staff. It makes the game’s absence even greater in hindsight.

On top of that, it also wasn’t like Innersloth had nothing to show for the event, as Among us announced and rolled out a new update just two days after Gamescom Opening Night Live. This update featured the addition of new food cosmetic items that teammates could wear, as well as a brand new look for the in-game store that makes it more accessible and easy to understand. While it might not be something as huge as a new map or new roles, it would have at least warranted taking over the ESA broadcast to use its own joke potential to possibly create what could have been one of Gamescom’s crowning moments.

It’s not every day that an astronaut in space decides to send a message to a gaming convention or press conference, so chances are Innersloth has passed up the only opportunity. to pull off such an incredible publicity stunt. The developer of Among us is still a small independent studio, so the chances of getting the funding for something of this scale for its marketing are incredibly slim.

Luckily, though, there are ways the developer could do something similar in the future, albeit perhaps on a smaller scale. While resuming the ESA broadcast would have been great, just resuming a gaming conference because of someone mentioning “among us”, or maybe something about finding an “impose” would have was fun in itself. It may not be through an actual space astronaut, but by planting one of Geoff Keighley’s many presentations with new content for Among us could be a great stunt that Innersloth should use to their advantage in the future.

Among us is available on PC, PS4, PS5, Switch, Xbox One, Xbox Series X/S and mobile devices.

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