'Looking good, there, John,' Arons deadpanned. 'They were Bobby Kotick, Yves Guillemot and John Riccitiello' - the CEOs, respectively, of Activision, Ubisoft, and Electronic Arts.ĭriving her point home in a way that had the crowd laughing, Arons displayed a slide of Bobby Kotick Photoshopped into The Joker's body, Yves Guillemot as The Riddler, and John Riccitiello as Catwoman. 'Batman's greatest foes weren't The Joker, The Riddler, or Catwoman,' said Arons. Russel Arons, SVP Worldwide Marketing, Warner Bros.

They were Bobby Kotick, Yves Guillemot and John Riccitiello.' 'Batman's greatest foes weren't The Joker, The Riddler, or Catwoman. Interactive Entertainment made clear, was to make it a top-selling game, not just a top-selling superhero game. The key to the Batman marketing campaign, as Russel Arons, Senior Vice President of Worldwide Marketing for Warner Bros. Despite the differences between the two games, the core goal of their marketing campaigns was the same: break out of a niche market and appeal to a broader audience of hardcore gamers. One of the top reasons to attend the summit is to learn the details of successful marketing campaigns, so two sessions that examined the marketing for Batman: Arkham City and The Elder Scrolls V: Skyrim were both very well attended. The Game Marketing Summit held in San Francisco on April 17 was a gathering of top marketers in the gaming industry to network, attend sessions, and hand out some awards for game marketing.

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