LOGS

The era of marketing monologue is over. Your community should by now be at the helm of your marketing strategy

What the 2025 PC & Console Report tells us about surviving and thriving in a crowded, flat market.

Some games launch loudly and fade quietly. Others appear almost out of nowhere and go on to shape culture, live for years, and build communities that feel more like a virtual town square with villagers and neighbours than audiences.

When you are building a public product, whether a game, app or something else, the vocal minority vs. silent majority is one of the most difficult things to navigate, especially in the age of social media where every opinion polarizes to the extreme.

We have spent decades trying to fix online communities with better moderation, stricter rules and bigger ban hammers. We’ve treated "toxicity" like a policing problem where we punish bad behavior after it happens.

Joost van Dreunen, Advisor of ELO and CEO of data insights firm Aldora, was interviewed by GamesIndustry.biz

ELO (ELO Group Ltd.) is pleased to announce that Joost van Dreunen has joined as a Strategic Advisor. This appointment strengthens the company’s mission to empower gaming communities globally through its agency and venture activities.

We got some pawsome news! Today, our partner Beyond The Pixels drops the first public demo of Astro Burn, a fur-filled, frantic space shooter clawing its way onto Steam. The full launch across PC, Mac, mobile, web browsers and consoles is set for early 2026.

Hasraf ‘Haz’ Dulull, Founder of Beyond The Pixels, was interviewed by GamesBeat about the partnership with ELO.

The collaboration will kick off with Astro Burn, Beyond The Pixels’ upcoming retro inspired sci-fi side scrolling shoot-em-up game, focusing on deep community participation in- and outside the game.

ELO & XBorg have announced a formal partnership to bring FanBase to esports teams and game developers.

At ELO we mixed our experience with our bright minds and so we think we can see the trees from the forest. Lots of research has gone into why or what draws people into video games. I mean, ca. 40% of the global population plays video games.

What happens when a media platform places two co-founders in a room to discuss a company’s journey?

ELO is pleased to launch its Community interview series! The interview series are with leaders and parties that have successfully empowered their communities, and speaks about how their community helped grow their game, brand, project or business.

With the announcement of the new Edgerunners season, for my beloved Cyberpunk universe, I thought I’d tell the story on how transmedia made an impact on me personally, that I recently also talked about in our article with MCV.

Riot Games has announced that it will allow sports betting sponsorships for Tier 1 League of Legends and VALORANT teams. This marks a major policy shift for the company, which has long been known for its strict stance on sponsorships and team requirements.

We were interviewed by Esports Insiders.

Wouter Sleijffers and Roald van Buuren, Co-Founders of ELO, were interviewed by GamesBeat.

We believe the future of gaming won’t be defined by short-lived virality or individual influence, it will be built by communities, working together, experimenting, sharing, and participating.

Recently, I’ve been asking myself a lot “what makes something a community?” and “what is community?”. We’re all part of one, or want to be, but we never really stop and think about what it is or how it was formed.

Most studios still think trailers are the peak of their marketing campaign, but is it really playtests that are the new trailers?

Cyberpunk 2077 has a special place in my heart. I’ve played it many times and, as someone who loves dystopian and cyberpunk worlds, Night City always had my attention, and still does now!

When people talk about community building pre-release, it’s often framed as something for indies. The scrappy, underdog move, the “we don’t have a marketing budget” strategy.

When I first got into gaming, community building wasn’t something anyone really talked about. It just happened, players naturally came together because there simply weren’t that many games around, and the ones that existed had a kind of gravitational pull. If you loved a game, you stayed, you made friends and you built memories.

I've never been a Marvel fan. I watched some of the movies and series over the years but it never truly spoke to me.

Who doesn’t know DOOM? id Software’s genre defining shooter is as iconic to gaming as Michael Jackson’s Thriller is to music. And with DOOM: The Dark Ages launching May 15 (reviews dropping May 9), it’s a good time to ask: what’s next for one of gaming’s most legendary franchises?

Yesterday I attended a panel on Private Equity and Global Investment in Sport at the International Sports Convention, and there was one statement that hit home for me.

In esports and gaming we like to complain that our audience is difficult to monetize. But isn’t the reality that the value that is offered often doesn’t hit the mark?

Open APIs and modding have advanced the gaming industry a lot, letting communities push experiences far beyond what developers first imagined.

Today I attended a really interesting panel, part of the London Games Festival (congrats Michael French on a fantastic few weeks), around the increasing interaction between games with the film industry. The panel was hosted by Simon Pulman, who was joined by Story Kitchen’s co-founders Dmitri M. Johnson & Mike Goldberg.

Wasn’t that shadow drop of Oblivion Remastered an awesome surprise? As a massive TES fan, it was for me, and of course I insta-bought it. But beyond the hype, it made me reflect on a bigger trend: how AAA studios today increasingly rely on old IP, and why that’s both understandable and a warning sign.

Community is a much used word in gaming. Why in gaming do we speak so much of a community, whereas in sports, music, film etc, we speak mostly of fans (aside from the very local fan community)?

Co-Founded by Former Fnatic CEO Wouter Sleijffers and FACEIT Director of Esports Roald Van Buuren, ELO supports Game Studios to craft experiences and shape relevancy by putting the spotlight on community.