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GDC + VRDC 2019 Session Scheduler

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Decorticating 'Dead Cells': A Business and Marketing Deep Dive

Steve Filby  (Marketing Manager/Managing Director, IndieCatapult & Motion Twin)

Location: Room 2001, West Hall

Date: Wednesday, March 20

Time: 5:00 pm - 6:00 pm

Pass Type: All Access, GDC Conference + Summits, GDC Conference - Get your pass now!

Topic: Business & Marketing, Production & Team Management

Format: Session

Vault Recording: Video

Audience Level: Intermediate

'Dead Cells' has sold over 2 million copies since launching on Steam's Early Access in 2017. This deep dive will look at how the team behind 'Dead Cells' achieved these results. The session will cover the marketing process and development of strategy, production management, costing and results. Attendees should leave the room with a clear understanding of how much it cost to market 'Dead Cells', what the team did and how it was done as well as detailed knowledge of how anyone can apply the same principles to their own game.


You'll find out how much was spent on marketing 'Dead Cells', how many people worked on the business/marketing and all the rest of the work that goes into making a hit. This session will take a particular look at how production was managed and adapted to the 'Dead Cells' team's marketing strategy. Finally, you'll look at how the game performed from a financial perspective and if there's anything that they could have done differently on each platform.

Intended Audience

This session is targeted at studio heads and marketing managers who are trying to find new ways of succeeding in an increasingly competitive market. People should know that the "indiepocalypse" is a myth, that marketing is not just communication and that marketing and design are inseparably linked.