Devolver Digital's chief marketing officer, Nigel Lowrie, advises developers to let people play their games to cut through the noise in a crowded market. The indie publisher focuses on understanding the game's audience and creating marketing efforts that cater to the game's size. They handle a lot of marketing in-house and prioritize getting the game in people's hands. Lowrie also emphasizes that developers should not become overly reliant on subscription platforms as they should focus on a game's ability to stand on its own.
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