Product (Brand) Manager - Computer Games
The Product Manager's role is to help create and implement marketing campaigns to maximise the sales of the games they are working on. Operating as a part of a marketing team, they support the senior marketing managers who organise international or global campaigns.
The Product Manager may also work with a Brand Manager, who is responsible for developing long-term plans for individual game franchises and provides a strategic overview of how a game brand should change over time.
Product Managers typically work for game publishers or independent marketing companies who work with publishers. Only the largest game developers require internal Product Managers. The work can involve long hours and might be stressful, particularly as deadlines and launch dates approach.
What is the job?
The tasks carried out by a Product Manager are varied and change as a game's release approaches. In the earliest stages of game development, they may liaise with development staff to provide some input into initial decision such as characters and scenarios.
They will also be involved with any focus testing of the game's concept and, later in the project, how the feedback from playable levels is used.
One key task for the Product Manager is defining the market positioning of their games, especially in terms of showing how they are different to competing products. The most important part of the job occurs prior to release, when the game's launch plan is put into action.
The Product Manager also coordinates the flow of information and marketing materials such as product sheets and artwork to other departments including public relations and sales as well as handling, packaging, advertising, and sales promotions.
In terms of marketing, the job is highly team-oriented as many different departments, such as publicity, sales, and outside contractors are involved in creating a complete campaign.
Tasks typically range from the design, creation and distribution of packaging and marketing materials such as cover images, posters, web sites and point-of-sale assets, to liaising with media buyers concerning the placement of adverts.
Other elements in a successful marketing campaign include dealing with intellectual property licensors and promotional partners, as well as sales distributors, and localisation and translation providers. The Product Manager will have to manage the marketing budget in a responsible manner and demonstrate an effective return on investment.
Typical career routes
The role of Product Manager is not usually an entry-level position, although small projects or small companies will sometimes provide an opportunity for people lacking experience wanting to work in this field.
Generally however, a Product Manager will have worked in an assistant position or have experience of the games industry in a sales or public relations capacity before moving into marketing roles.
Experience of product management in other industries such as film or music can also be relevant.
Essential knowledge and skills
Teamwork is a crucial part of the Product Manager's day-to-day job and hence is the most important skill required, both in terms of being managing relationships and communication within a company, and negotiates with external partners and suppliers.
In terms of the marketing role, a good working knowledge of the games market, in terms of market breakdown, targeted audience and competing products is necessary, although much of this information will be developed in conjunction with other departments.
On a financial front, the ability to manage a marketing budget is essential, while skills such as predicting product sales and analysing sell-through performance after a game is released are required as well.
Key Skills include:
Training and qualifications
There are no specific qualifications required for this role - experience is the key. Product Managers need to be able to demonstrate a track record gained across the whole life cycle of a marketing campaign.
Management experience acquired in other sectors is valuable, but it should be backed up by an enthusiasm for and knowledge of the games industry. Frequently, Product Managers have a degree in marketing or business studies.
A lot of training is carried out on the job in the games industry, but there are some short courses available, particularly in areas where there is an active games business community, eg Scotland, the Midlands and the North West of England. Check the Skillset website for up-to-date information.
Where to go for more information
Skillset is the Sector Skills Council for the audio visual industries. The first sources of information for all jobs in the industry are the National Occupational Standards. Browse Skillset's website for links to our network of training partners, information about training and access to the comprehensive Skillset/BFI course database. Finally, Skillset Careers is the UK's only specialist media careers advice service; for detailed media careers information and advice, visit www.skillset.org/careers.
Websites
- Skillset - www.skillset.org/games
- BECTU (the Broadcasting and Entertainment Trade Union) http://www.bectu.org.uk/
- e-Skills UK is the Sector Skills Council for IT, Telecoms and Contact Centres. http://www.e-skills.com/
- ELSPA (the Entertainment and Leisure Software Publishers Association) http://www.elspa.com/
- Eurogamer, European-focused consumer website, http://www.eurogamer.biz/
- GamesIndustry.biz, covering breaking news from the game's business, http://www.gamesindustry.biz/
- IGDA (the International Game Developers Association) http://www.igda.org/
- TIGA (The Independent Games Developers Trade Association) http://www.tiga.org/
- Useful general games industry websites include: http://www.gamasutra.com/; http://www.gamedev.net/; http://www.ign.com/; http://www.sloperama.com/
Publications
- Edge, the UK's self-styled bible for UK gamers - also online at http://www.edge-online.com/ Develop, the monthly magazine for European developers - also online at http://www.developmag.com/ 3DWorld, the magazine for SFX, TV production and game development artists MCV, the website of the weekly trade magazine of the UK games industry, http://www.mcvuk.com/
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