Games Growth Guild Unites Global Game Industry Leaders

Games Growth Guild marks the launch of a global professional network for marketing and publishing specialists across the games industry. On Nov. 5, the guild officially launched as a dedicated initiative focused on collaborative, creative, and fast-changing efforts in game development.

According to its founders, the goal is to strengthen the industry’s shared understanding of marketing, user acquisition, community development, and publishing operations. These areas are increasingly central to commercial viability in a crowded global market. The founder of the organization, Eden Chen, further emphasized, “the Games Growth Guild brings together the industry’s best to share best practices and resources to help great games find their players.” 

The initiative emerged from long-running conversations among senior leaders from publishers, platforms, and live-service teams. Board members from 2K, Riot, Epic, Scopely, and Krafton identified a widening capability gap in marketing and distribution, aiming to resolve the persistent challenge within production pipelines.

Vision and Operating Framework

The Guild will operate with a non-commercial model, having no membership fees or vendor-led agendas. It includes only a verification process designed to limit the community to active practitioners, and is positioned as an open, cross-sector community.

The advisory board includes senior figures from Scopely (Eric Wood), Twitch (Krystal Herring), Krafton (Thomas Ko), Innersloth (Victoria Tran). Included alongside are leaders with experience from Riot, Epic, and 2K to bring perspectives spanning AAA publishing, influencer ecosystems, and community development within one place.

The board also incorporates veteran leadership figures from notable investment, marketing, and consulting firms such as Pragma, Olebe Media, and Haveli.

The Games Growth Guild global launch describes its mission as building a “give-and-get” community where professionals can exchange practical insights on distribution, marketing operations, and publishing strategy. The Guild will offer organized peer groups, shared playbooks specifically focused on growth positions, brand and product marketing solutions, while retaining communications with influencers and creators. 

The Guild’s first major public activation will take place with The Games Awards, slated for Dec. 11, 2025. Beyond major ceremonies, the guild aims to host real-world meetups like GDC, Gamescom, and the like. The inaugural event will be “Coffee & Conversations” during the Game Developers Conference (GDC) Festival of Gaming in March 2026, in collaboration with GameDiscoverCo. and Firstlook.