When game developers launch direct sales, they gain valuable insights into their player base, including email addresses. This data can be a powerful tool for targeted marketing. However, many developers struggle to convert players into paying customers or repeat buyers through direct marketing. Our UX team conducted interviews with nine representatives holding roles such as Head of UX and Head of Marketing at major gaming companies. We also spoke to experts, including Marketing Managers, PR specialists, Directors of Sales, and Marketing Directors across companies ranging from mid-tier to enterprise levels, covering game genres like browser-based, multiplayer games, and RPG strategy. Through these conversations, we uncovered eight key strategies for maximizing the effectiveness of your direct marketing efforts. These industry experts included:

1. A world-class publisher and developer of online games (mid-tier).
2. A consultancy specializing in strategic advising for video games, VR, and AR (mid-tier).
3. A leading enterprise in the free-to-play game market (interviewed two representatives from different game teams).
4. A mid-tier game studio.
5. A mid-tier mobile collectible card game developer.
6. A company creating social features for core mobile players worldwide (mid-tier).
7. An entertainment company focused on video games and music (mid-tier).
8. A mid-tier video game developer and publisher.

(Note: Respondent 1 is a mid-tier, world-class publisher and developer of online games. Respondent 2 is a strategic video game consultant, focused on mid-tier VR)

8 Secret rules for success: Unlocking the power of direct email marketing:

Rule #1: Tell stories instead of sending emails Let’s face it. No one wants to read a corporate email. But everyone loves a good story. Respondents 1 and 2 don’t just send announcements or updates—they craft narratives. Whether it’s the launch of a new in-game event or a special anniversary, the company treats its emails like stories. Players become part of the plot, and the call to action (CTA) becomes the ultimate resolution. Want to boost engagement? Invite players into a story, not just a transaction. HOT TIP: Start your email with a hook. Tease an exciting event, a mystery offer, or an exclusive reward they can only unlock by reading further. Rule #2: Know your audience like you know your game If you don’t know your players inside and out, your emails will fall flat. Respondent 2 segments players by platforms and genres, while they take it further by tying emails to in-game achievements. Imagine sending an email right after a player unlocks a new level or wins a special achievement—talk about timing! AHA! MOMENT: It’s this level of personalization that makes players feel seen. And when they feel seen, they’re always more likely to click. Rule #3: Want 45%* open rates? Make players feel something We learned from major game development companies that the most successful emails don’t just inform —they evoke emotion. From using humor to bold headlines, these companies know that to stand out, you need to spark joy, curiosity, or excitement. Use creative elements like emojis, strong visual design, or even a little confusion to make your email a must-open. Think of your subject line as a mini billboard: "Get 30% off today. You’ll thank us later." According to Mailerlite.com, excellent email open rate ranges from 30% to 45%, while a good open rate is anything above 15%. Most of our partners have an average open rate of around 20%. Rule #4: Timing is everything—especially in gaming When do you send your emails? If your answer is “whenever,” you’re missing a massive opportunity. A leading gaming company discovered that gamers are more likely to engage with emails sent in the evening, especially after 7:00 PM, when they’re getting ready to play. Another prominent studio found success with spontaneous emails based on sudden trends, while a well-known mobile developer plans strategic timing campaigns months in advance. HOT TIP: Test, test, and test again! Try sending email blasts at different times, days, and frequencies to see what works best for your audience. You might just discover that sending an email on a Friday night (or a Tuesday morning) is your game’s sweet spot. Rule #5: Automation is great—when done right We’ve all heard it before: automate everything; however, the wrong kind of automation can ruin trust. Yes, some gaming companies use triggered emails based on player behavior, but they’re careful not to go overboard. Too much generic automation to a broad audience makes your players feel like another name on a list. They learned this the hard way—a single error in an automated email (like a broken link or wrong name) can damage trust for good. HOT TIP: Automation works only when it feels personal to your players. Use segmentation to target personal attributes (e.g., whales) and behaviors (e.g., players who respond more frequently to exclusive promotions) to make the most impact. Rule #6: Metrics are the brilliant (but boring) hero of email marketing We all love to talk about creative, innovative campaigns, but metrics matter at the end of the day. Companies in the gaming industry are obsessed with tracking the entire sales “funnel,” from email open rates to the final conversion (e.g., a purchase or game log-in). It’s not enough to track how many people opened the email; you need to know what they did afterward. Use tools like Google Analytics or your in-house system to monitor open, click-through, and conversion rates. Did one email lead to more purchases than another? Replicate it. Did an email flop? Fix it. Data is your best friend. Rule #7: The future of direct marketing: replace campaigns with COMMUNITIES Today’s direct marketing is more about building communities and less about blasting out mass emails. Some companies in the gaming industry are shifting their strategy to focus on fostering deeper connections through platforms like Discord and Twitter. They use email as one of many touchpoints in a larger community-building strategy. When your players feel a part of something bigger than just the game, they’ll engage with your emails on a much deeper level. Rule #8: Push notifications are your most underutilized tool If you’re not using push notifications, you leave money on the table. Integrating push notifications into email campaigns can exponentially increase player engagement. Think of them as the perfect follow-up to an email. HOT TIP: Send a push notification reminding players about the “limited-time offer” you just emailed them, and watch your click-through rates soar.

Direct marketing is your game-changer

Direct marketing in the gaming world is an art and a science. It’s about knowing your audience, telling a great story, tracking your success, and refining your approach. More than that, it’s about building real connections that keep players coming back, not just to your game but to your entire community. The next time you sit down to send a marketing email, remember: it’s not just an email. It’s an opportunity to build trust and a lasting relationship with your customers and drive long-term success. Partnering with Xsolla to increase video game sales means you own ALL customer data—including email addresses—for cross-promotions, increasing LTV, building community, and more. Ready to launch more strategic direct sales with Xsolla Game Sales? Schedule a meeting with one of our monetization experts to get insider support and access to a huge knowledge base built on 1000+ direct-to-consumer successes.