Oliver Menne

“Oliver and I go back at least 25 years. He started out as a founding member of PC Games and became a board member of Computec Media. We even worked together in San Francisco at Computec US. Since he has left the company, he is very successful with Eurogamer.de and related-consumer events like EGX Berlin.”


Founders Keepers

7+1 Questions

interviewed by

Torsten Oppermann


Oliver Menne started in the games industry at the end of the 80s, at the time of the Commodore 64. He was then editor-in-chief of PC Games magazine for many years and then moved to the board of Computec Media AG. Since 2006, he has been running Eurogamer.de, which now reaches more than four million gamers in German-speaking countries every month, and occasionally acts as a consultant.


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

I still find it very positive that the digitization of sales channels has created enormous freedom. There are hardly any barriers left, only challenges. The variety of products is high correspondingly. Of course, it has become somewhat more confusing, and that can be seen as a nuisance, but ultimately it is certainly a gain. Finding the balance of adapting measures quickly, but not too quickly, to new opportunities is something I consider a major difficulty. In the case of pricing, or the rapid drop in the price of games that has resulted from this digitization, for example, I still don’t think a good answer has been found. But it seems necessary to me.


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

This is difficult because games have a quality that no other product has: The intense attachment of fans, their passion towards their hobby. Where else can you find that? On the one hand, this is due to the length of time spent in the game and the fact that everyone can have their own personal experiences in a game. On the other hand, it’s also due to the authenticity. In what other field does a creative person spend eight hours a day at an event to show their product and talk to fans? And this self-image is not just reduced to promotional events. Making more than one thing out of a product is certainly a strength and something to try to adapt. However, the games industry itself is facing the challenge of losing this form of proximity.


Who are your role models in the industry?

I don’t have any role models. But I often find individual achievements remarkable and try to adapt them – but fail far too often. 


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

What is new is more desirable until it is no longer new. And this goes on and on. In the past, there was only special interest, that was the influencers of the time, and in principle it still is today, but in the perception, it is no longer as fresh, less exciting. Hence, in recent years, the content creators became the influencers. But it feels like the enthusiasm here is dropping to a normal level. What I find interesting is the development that occurred due to the lack of physical events last year: publishers used their own channels differently, such as Ubisoft’s Forward series or at the PS5 Reveal. Measured in terms of reach, this was certainly trendsetting. However, that also adds back a building block in communication and there are more building blocks every year; some decline in importance, but they never disappear. Nevertheless, I believe that the use of owned channels with strong, self-produced content will increase significantly in the coming years.


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

None for our editorial websites, actually. The transfer from a social media platform to significant web traffic is incredibly difficult, there are simply better solutions. That’s not to say that editorial content doesn’t work on social media platforms, the models behind it are just more closed and the monetization is a whole different story. However, at EGX Berlin, a gaming event, things looked very different in 2018 and 2019. There, a clear effectiveness was already directly traceable, especially via Facebook. But that may also have been due to the event, which was only aimed at adults, and the demographics of the platforms.


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?

In my observation, micro-influencers basically behave like consumers. Many follow the same rules, i.e., they emulate their role models, perhaps even unconsciously. Perhaps even a little more strongly because they crave commercial success. In this respect, you don’t necessarily have to do anything to profit from the additional reach – after all, that’s where authenticity comes from. The biggest current problem from my point of view is perhaps also an opportunity: Streaming content without any restrictions has certainly led to one or the other game being watched rather than played; because it is perceived as sufficient. Of course, it’s factually impossible to regain control without committing social media suicide. But favoring, for example, micro-influencers with promo versions specifically released for streaming, before release and for a limited time, might be a sensible way to reconcile reach, respectful treatment of micro-influencers, and reduction of game-only viewers. At the very least, the chronology could be changed somewhat. I think it might be worth linking the keywords reach and revenue more closely.


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?

Time is the greatest challenge. After all, the variety and mass of products that have already arisen and have already been mentioned entail consequences for everyone involved. I therefore believe that PR will become even more important but will also have to adapt in order to clearly work out the why in the dozens of messages that are to be sent and read every day. I think PR is one of the most important building blocks to get a product on the right track, to make its content clear, after all, even a content creator doesn’t wake up one morning and rattle off developer websites to see what might be new. Because recipients range from consumers to partners, PR can never be just freestyle, it should always be a duty. 


Bonus question: Which project / topic in your career are you particularly proud of?

I have a high level of gratitude and humility towards successful implementations, pride would be a bit too much. As an old print person, however, I am very happy to have taken the path to the Internet more or less successfully or to have been given the opportunity to do so at all.

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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