David Clark

“David and I go way back to the good old times at SEGA. He played a fundamental role in shaping the games business in the UK and has a ton of experience in all areas of marketing. Currently, he is building bridges between Europe and Asia for games publishers.”


Founders Keepers


interviewed by

Torsten Oppermann


David Clark has run his own consultancy business ‘Cuba Entertainment’ for some 13 years. He joined the video games industry way back in 1992 as Trade Marketing Manager at Sega UK. The first game he worked on was the launch of Sonic the Hedgehog 2 for the Sega Mega Drive/Genesis. He held a number of sales and marketing roles at Sega before joining SCi Entertainment, initially as their International Sales Manager. Then their Marketing Director. SCi went on to buy Eidos and David became their Marketing Director before moving to the US to become their VP of Business Development. When Eidos was sold to Square Enix, he came back to the UK and set up Cuba Entertainment – a business development consultancy. Since then, he had many roles and clients including being a founding Director of Green Man Gaming.

More recently, David is a co-founder of Arcus Key, a chinese based Marketing & PR agency specializing in promoting western games to chinese gamers. Additionally, he is in the process of putting together similar offerings for the japanese and indian markets.


You have been in the games industry for some time. And you have seen many trends come and go. From the beginning of your carrier to today: What has changed most positively in the industry and what bothers you about the current situation?

From a commercial point of view, it has never ceased to amaze me at how quickly and efficiently the industry adapts and evolves and remains relevant. The industry easily adopts new technologies, continues to move into new markets and provides opportunities for individuals around the world. But the number one thing that has kept me in the industry for as long as I have is that it is simply a great industry – I have made so many good friends around the world.

But for such a dynamic and leading-edge industry, we can be terribly conservative at times. But I guess my biggest criticism is that I read the same ‘video games are bad for you’ complaints in the press today that I heard back in 1992. I can’t help but feel that as an industry, we need to take our corporate social responsibilities a bit more seriously.


Which key learnings in marketing can other industries draw from the games industry?

This is a difficult one to answer simply because every industry has their own marketing dynamic. As video games are now primarily delivered digitally, it is now possible to run global marketing campaigns out of one central office. This is not feasible in many industries. That said, I think the video games industry has shown marketeers around the world how to run cost effective global campaigns.


Who are your role models in the industry? Is there anybody? And if so why?

When I first came into the industry, the Sega marketing team was led by Philip Ley and Simon Morris. The way they established the Sega brand in Europe was amazing.

Mike Sherlock (Sega) taught me so much about the commercial side of the business. Jane Cavanagh and Bill Ennis (SCi and Eidos) were both just thoroughly nice people and opened up many doors for me. The purchase of Eidos (10x their size) was the stuff of corporate takeover textbooks.


How did the marketing & promotion of Games change in recent years? Where are we headed in games marketing in the next years to come?

I am an old school marketer, and I often can’t help but think that the basic principles of marketing have been lost to the mathematics of cost of acquisition, DAUs etc.. Consequently, I think that the importance of brand marketing is being lost – it is something that cannot be measured, yet is vital to long term brand viability. Customers that buy our games are more than just a number.

Looking forward, I see the ever-growing importance of visual media to promote games (Twitch, YouTube, bilibili etc.). I also see the continued demise of regional marketing offices. Conversely, I see the growing important of the niche publishing strategy. Only the major publishers will be able to afford to market mass-market brands such as FIFA. All other publishers are going to have to target specific product niches – the audience size may be smaller, but as a niche, their propensity to purchase will be higher, conversion rates stronger and therefore marketing budgets more manageable.


Which social media channels do you see as key for the games industry?

The work I do in China has shown me that video platforms will continue to grow in importance – we are a visual medium after all. Technology has enabled marketeers to enter into direct conversation with target audiences, Discord being perhaps the best example. This has transformed engagement marketing in so many ways and these conversations will become ever more important for publishers.


About the current trend on Creators- and Influencer Marketing: The trend towards more micro and macro influencers with a smaller reach and less fans, but more authenticity and engagement: How can the games industry leverage that trend in your opinion?

Customer recommendation has always been the holy grail for brands. Throughout marketing history, unpaid customer recommendation has always carried way more weight than an advertising campaign because there is no vested interest. The focus on organic micro influencer coverage is simply an extension of this.

It is the old adage of ‘size is not important’ and publishers have woken up to the importance of these influencers and the role they play. Social media teams are spending increasing amounts of their time becoming ever more granular in their research into streamers knowing that in the long term, they carry far more weight than the big influencers can deliver. Furthermore, these micro-influencers can often become your advocates, something that is vital when dealing with negative issues.


The media landscape has changed massively in the last ten years. However, PR is still one of the most important communications tools in the games sector. Where do you see PR in the next five years, what will the challenges be?

Historically, PR campaigns backed up major advertising spends. Increasingly, this is being flipped and PR is indeed becoming the lead marketing activity. As mentioned previously, as the video games industry has become increasingly digital, PR campaigns have become increasingly global. The challenge will be maintaining the balance between global communications and local cultural relevance, especially in the Far East (China, Japan & South Korea).


Bonus question: Which project / topic in your job were you particularly proud of?

Easy – the launch of Sonic The Hedgehog 2. Everything about it was amazing.

Founders Keepers

All about Marketing in Games and Tech.

Treasures and Insights

from leaders in tech and gaming around the globe



Frank is a seasoned leader in the IT industry with over 30 years of retail, partner, solutions and cloud transformation experience in sales and marketing.




Heiko Klinge began his industry career in November 2000 as a trainee at GameStar. Today he is the editor-in-chief of the biggest PC gaming website in Germany.




Peter Stock is responsible for the strategic purchasing within the organization of Microsoft Deutschland GmbH as well as within the sub-areas in Austria and Switzerland. 


Fabian Mario


Fabian Mario Döhla is Head of Communication at CD PROJEKT RED, the studio behind The Witcher games and Cyberpunk 2077.




Tom McQuillin has been in gaming for most of his career, first at Xbox in product marketing and product strategy and now at Facebook.




David Miller has worked in and around the video games industry for over 25 years. He started out in marketing and currently acts as Head of Games for War Child.


Leya Jankowski

Leya Jankowski is editor-in-chief of MeinMMO, Germany’s leading multiplayer site. She is the person in charge of content and content strategy.


Philipp Walter

Philipp spent ten years in the sporting goods industry, five of those at adidas. Now Philipp is a founder himself and CEO of Gamers Academy.


Chris Van der Kuyl

Chris van der Kuyl is one of Scotland’s leading entrepreneurs working across various industries. His company 4J Studios brought Minecraft to consoles.


Ingo Horn

Ingo Horn is founder of Gaming-Aid e.V. and Letsplay4Charity e.V. as well as Communication Director Europe at Wargaming. He began his career as a local newspaper editor.


Funda Yakin

Funda Yakin has been working for agencies, publishers and on the industry side in marketing for nearly 20 years.


Michel Bonetti

Michel Bonetti is product manager at Orange and was active in countless sectors, keeping the business development as a constant point of interest.


Petra Fröhlich

Petra Fröhlich worked as editor-in-chief at PC Games for more than a decade until she eventually founded GamesWirtschaft, her very own news portal about video games.


Daniel Bollers

“Daniel is one of the most successful sales allrounders for consumer electronics. We’ve known each other for over 10 years now and his insights and teachings are always a true source of inspiration for me!”


Hendrik Lesser

„I know Hendrik not only as a games industry veteran, but also as a member of the global Entrepreneurs’ Organization to which we both belong. He has built a little empire comprised of game developers. I really appreciate his entrepreneurial spirit.”


David Clark

“David and I go way back to the good old times at SEGA. He played a fundamental role in shaping the games business in the UK and has a ton of experience in all areas of marketing. Currently, he is building bridges between Europe and Asia for games publishers.”


Thorsten Hamdorf

“I’ve known Thorsten for nearly twenty years and worked closely with him. He is a really knowledgeable marketing man.”


Wim Stocks

“Wim is a seasoned executive in the video games industry. I met him when we worked for Atari many moons ago. He is a renowned expert in the interactive entertainment industry.”


Tom Dusenberry

“Tom was my boss in the nineties when I worked at Hasbro. He founded the gaming division ‘Hasbro Interactive’ and made a bunch of bold and disruptive decisions. His vision was to become as large as Electronic Arts. Unfortunately, Hasbro sold the gaming division. I bet today it would have been as big as EA.”


Maxi Gräff

“I’ve been following Maxis career for some time now, ever since her time at IDG where she worked for GamePro and GameStar. She started playing around with YouTube early on, knows the video games industry inside out and is working for Microsoft since 2015. She’s an advocate for the industry and especially for equal rights. That’s amazing!”


Philipp Hartmann

“In the past six years, Phillipp set a lot of things in motion over at Microsoft. He didn’t just support the reconstruction of the brand and the transition of stationary commerce, he shaped it.”


Trip Hawkins

“There are very few super entrepreneurs who defined the video game industry from the start. While Nolan Bushnell shaped the hardware, the one and only Trip Hawkins defined the software. He is the founder of Electronic Arts! He made developers rockstars! No more words needed. His career speaks for itself.”


David Perry

Perry started in Northern Ireland working on the Sinclair ZX81 (early 1980’s), he moved to England from high school, ending up with a #1 hit for Teenage Mutant Hero Turtles. 


Caroline Miller

Founder and Managing Director at Indigo Pearl, an award-winning PR and asset management agency specializing in video games. Caroline founded Indigo Pearl in 2000 and prior to this worked in-house within the games industry. 


Boris Schneider-Johne

Boris Schneider-Johne, born in 1966, helped shape the early years of games culture in Germany. He is a true legend.


Volker Prott

Volker Prott, a man for marketing and media. After studying media economics, Volker first worked in the world of media agencies and then joined Electronic Arts (EA) in the media and marketing departments.




David started his career in computers at the age of 13 when he used his paper route savings to purchase an Apple II computer in 1978. He was a global leader and shaped EA and Atari, before becoming an investor in the most valuable Gaming companies on this planet.


Thomas Mey

My name is Thomas Mey. I have been earning my bread and butter in the trade since completing my apprenticeship as an electrician. That was a good 30 years ago.


Michel Wedler

Long-standing executive and expert in purchasing & product management and sales in retail for entertainment products, especially in the areas of music, film, games, consoles, accessories, merchandise, and toys. 




Oliver Menne started in the games industry at the end of the 80s, at the time of the Commodore 64. He runs Eurogamer in Germany today.


Hans Ippisch

Hans Ippisch’s professional career began in 1986, when he signed his first contract as a game developer at Rainbow Arts at the age of 16. Today, he heads up Intellivision Europe.


Mike Steup

Mike has 25 years of experience in management, sales & marketing, and product development. He is the king of peripherals and recently launched an amazing Kids tablet with Disney.

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