"Development budgets are going to be the dominant cost in the industry, and [increasing] the efficiency of building games will directly improve profitability."
- Epic Games founder Tim Sweeney looks forward to what he sees as an inevitable future for the games industry: one where marketing will become less necessary, and we can start putting that money into making better games.
"The market is inefficient now,” he recently told Edge
. “You run ads on television so that people walk into a retail store, buy a piece of plastic and stick it into their digitally connected device.
"I think we have a lot of latitude – publishers and developers alike – to increase the efficiency of that. Once you have a game, it’s available pervasively online, and your devices are all Internet-connected, do you really need to run television ads to get people to find it at the top of the App Store?"