The longevity of video games in a crowded market increasingly depends on cultivating a strong community, and Ghost Ship Publishing appears to have cracked the code with Deep Rock Galactic and its spin-offs. Alex Skronski, Head of Publishing and Marketing at Ghost Ship Publishing, recently discussed the company’s approach to community building, particularly in relation to events like the Deep Rock Galactic: Survivor – Ultimate Challenge Invitationals.
Rather than viewing the community as a mere resource, Skronski described it as a “dialogue.” “I don’t feel like [the community is] a resource, I feel like it’s a dialogue,” he stated. “And I honestly feel that because Deep Rock Galactic is built around the community. And so many players who love Deep Rock Galactic also love Survivor for what it is, for its own thing, for the greatness that is, for the great things that Survivor does.”
Skronski characterized Ghost Ship’s strategy as “elbow grease marketing” – a commitment to actively engaging with the community, listening to feedback, and incorporating that input into both game development and marketing efforts. This approach, according to Skronski, has demonstrably strengthened the bond between the company and its player base over several years.
The success of this strategy is evident in the continued engagement surrounding Deep Rock Galactic and its related titles. The company’s ability to organize and execute large-scale events, such as the Survivor invitationals, appears to be directly linked to this sustained community involvement. Further details on Ghost Ship Publishing’s approach to the evolving Deep Rock universe can be found in a recent interview with Skronski.
