The Business of Games
The Business of Games: A podcast for developers, publishers, and executives navigating the ever-changing game industry.
From monetization models to player behavior, from platform shifts to emerging markets, The Business of Games is your guide to all the things transforming how games are built, marketed, and scaled.
Hosted by Chris Hewish and Lia Ballentine, each episode blends strategic insight, cinematic storytelling, and candid conversations with the people driving the business of play. You’ll hear from top executives inside studios and strategic partners across the ecosystem who are uncovering the ideas, tactics, and trends shaping tomorrow’s opportunities.
Whether you’re launching your first game or scaling a global studio, you’ll find practical strategies, future-forward thinking, and real-world examples you can act on right away.
The Business of Games is brought to you by Xsolla, your strategic partner behind the scenes. We bring together “All the Things” to help you simplify operations, unlock new revenue, reach more players, and launch fast.
Visit xsolla.com to learn more, connect with our team, and access all the things you need to level up your business of play. Want to join the conversation? Follow and comment on our LinkedIn page at The Business of Games Podcast, where we’ll be sharing updates, highlights, and continuing the discussion. And don’t forget to subscribe, rate, review, and share the podcast with friends and colleagues who want to learn more about the business of games.
The Business of Games
Authenticity at scale: Mac Marshall on what direct-to-consumer really means for brand and comms
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Welcome to The Business of Games Podcast, brought to you by Xsolla.
Direct-to-consumer is often framed as a distribution or monetization decision. But for someone who has spent more than two decades building brand voice and managing player relationships, the more important shift is cultural, and it starts with whether a studio is actually willing to listen.
In this extended cut, host Lia Ballentine sits down with Mac Marshall, a veteran marketing and communications leader whose career spans Activision Blizzard, Sierra Entertainment, Codemasters, and most recently Turtle Beach Corporation, where he spent 11 years shaping one of gaming's most recognized hardware brands. Mac brings a perspective grounded in the trenches of brand building: what it takes to earn trust with a gaming audience, how to show up authentically in the channels that matter, and why the human element of communication is harder to replace than most teams realize.
The conversation covers what direct-to-consumer really means when you strip away the economics; and the answer, for Mac, is simpler than most frameworks suggest: genuine two-way conversation, a willingness to engage even when the news is bad, and the self-awareness to know when to step back.
We dive into:
- Why direct-to-consumer is ultimately about inclusion and giving fans a real sense that their voice is being heard
- How to turn detractors into fans through direct, human engagement
- What Mac's career-long post-it note rule reveals about good communication instincts
- Why AI works best in service of the human element, not as a replacement for it
- How over-communication is one of the most common ways brands erode trust
- What "main character syndrome" looks like for a brand and how to avoid it
- Why creator partnerships have become the new prime-time TV spot
- Where to start when building a direct-to-consumer foundation from scratch
Whether you're leading comms at a major publisher or figuring out how to build a brand voice for the first time, Mac's instincts offer a grounding reminder: the tools and channels will keep changing, but the basics of honest, human communication never do.
Let's get into it.
For more insights and resources, visit xsolla.com/podcast. Want to join the conversation? Follow and comment on our LinkedIn page at The Business of Games Podcast. That’s where we’ll be sharing updates, highlights, and continuing the discussion. And don’t forget to subscribe, rate, review, and share the podcast with friends who want to learn more about the business of games.
