Advertorial | Anthony Crouts, Senior Director of Brand Marketing at Level Infinite, talks about Level Infinite working with numerous partners, whilst always keeping the needs of the studios and games in mind.
How would you describe Level Infinite now compared to 2022 — and what do those studio partnerships look like, day to day?
Anthony Crouts: When we launched Level Infinite in 2021, we had a line-up of video games, a trailer and a clear promise: high-quality video games with a global audience focus. The ambition was there. The proof was still ahead of us. Five years later, the answer to "What is Level Infinite?" depends on which studio you ask – and that’s by design. Some partners need full publishing support, from testing and go-to-market strategy to live operations. Others have their own publishing infrastructure and need our support in specific areas, whether that’s marketing and communications in a particular region, event presence, influencer strategy or helping grow the audience for an evergreen title.
We scale our support around what makes sense for each studio, each video game, depending on where the video game is in its lifecycle.
The constant is that we don’t interfere with a studio's creative vision or DNA – we amplify it. That was true when we started, and it’s even more important today with a portfolio that ranges from pre-announcement projects to live-service titles that have been running for years.
Our support evolves with the product lifecycle and the market, but the principle remains the same: we sit on the same side of the table as our studios. As a marketing partner, publishing partner, or publisher, our goal is to help them succeed.
Your line-up spans genres, your campaigns span continents how do you hold it all together?
Anthony Crouts: Take Dune: Awakening, for example. Funcom drives the core marketing strategy, and our role is to support and amplify it in key areas – from gamescom booth presence, TGS, to selective PR and marketing initiatives in individual regions. We integrate where we can add the most value. That kind of flexibility is really the answer. We don’t run a single global playbook and hope it translates everywhere. We build our support around what each video game needs, in each market, and at each stage. One title might need a major gamescom presence and a lighter touch elsewhere. Another might need targeted support in a specific market through our local marcom teams.
Our support evolves with the product lifecycle and the market, but the principle remains the same: we sit on the same side of the table as our studios.
gamescom 2022 ended with a promise: "more creative concepts at future gamescoms in Cologne." You have returned every year since. What has the journey been — and where is it heading?
Anthony Crouts: That was our promise 2022, and four years later, it‘s one we remain committed to keeping. The difference is that we now have the track record to show what the commitment looks like.
In 2022 we arrived with the Level Infinite brand, a booth, and an opportunity to establish credibility. We’ve returned every year since – not out of habit, but because Level Infinite has continued to grow, expand, and innovate.
gamescom has become a moment the team pours its heart and soul into. We’ve brought new video games, created bigger experiences and welcomed more of our studio partners onto the show floor. The scale has grown, but the intent hasn’t changed: to show video gamers and partners that we’re here for the long term.
What comes next is more of that ambition – more studios and more memorable experiences with the people who play these video games, wherever those experiences happen.
The promise we made in 2022 wasn’t a tagline. It was a commitment and we intend to keep delivering on it.
