Good marketing is made to measure; and what disserves one game, can become a golden ticket for another. This session is built around real-life examples from the practice of promoting games. These stories, mostly controversial and contradictory, touch on problems that every project faces: – How do people identify marketing opportunities in a prototype? – How to set healthy expectations for yourself, your team, and/or a marketer-for-hire? – What does a good collaboration between the game maker and the marketer look like? This masterclass is designed for (future) developers who are willing to bridge the communication gap with marketing professionals. The framework of “marketing currencies” will be introduced, and it’s equally effective for both negotiations with a publisher as well as student projects, self-publishing activity, and self-marketing.