Roger's Blog

Let me take you back to the late 90s, when I began my journey in the games industry as UK & RoE Marketing Director at Activision. One of my first major projects was marketing Quake III Arena (Q3A) in Europe—a game that marked a series of "firsts" for me.

I was at Activision’s head office in Santa Monica in the fall of 1999 when I was given a behind-closed-doors fly-through of Q3A by the producer, Marty Stratton. He meticulously walked me through the weapons, easter eggs, and level layouts. I bombarded him with questions—many of which, in hindsight, were probably naive. Looking back, I must have seemed incredibly green, hardly exuding the confidence expected of a Marketing Director. Lesson #1: If you’re a business person engaging with a technical expert for the first time, have that conversation in private!

Q3A launched in the winter of 1999. The launch was highly anticipated and crucial to both Id Software and Activision, requiring global-scale coordination. Publicity was tightly controlled, and we had localized builds of the game hand-delivered by our staff—yes, literally carrying discs in their hand luggage as they flew around the world.

This was a pre-Google/Facebook/Instagram era, yet the way news about Q3A spread online was like magic. The internet seemed to self-organize, amplifying any rumor. This was my first real understanding of the power of online communities—ironically, it was also the first time I heard the word "Google." My ability to harness that enthusiasm back then was laughably poor. 

Lesson #2: There is always a competitor launching at the same time as you. Don’t take anything for granted, even if you believe you have a hit. Unreal Tournament (yes, that Unreal!) launched simultaneously with Q3A and beat it to the No.1 spot in the UK. Despite our huge budgets, stellar reviews, and front-cover accolades, its success was not a foregone conclusion. But we had a well-choreographed marketing machine and Q3A still received the support it needed. Never neglect the basics of marketing. 

It was also the first time I truly understood the value chain of video games—how they made money. I immersed myself in the P&L of the game, examining pricing, developer terms, retail margins, tax, return reserves, and costs. Back then, we had virtually no data to guide these decisions, but the knowledge I gained has served me ever since. Lesson #3: understand the business of marketing - making $ is what you are there for. 

Despite my imposter syndrome and the extra effort I put in to compensate, I was having the time of my life. I was marketing products I genuinely loved and played. My job was to raise the hype around a product I genuinely felt deserved it. Lesson #4: Don't get caught up in the hype you have helped create. Stay objective and track the metrics that define success. Authentic enthusiasm matters. And if you don’t believe in what you’re selling, take a back seat when talking to business partners, because they will notice.

“Firsts” stand out in a career. After a while, launching major titles became almost routine at Activision as there were so many, though each was special in its own way. Lesson #5: Stay present. Appreciate the moment, because you never know when it will be your last game launch.

Looking back, that first year was a whirlwind of excitement, learning, and discovery. I wouldn’t trade those lessons for anything.

Special thanks: Dusty Welch, Nathalie Mathews, Kevin Kraff, Bernard Sizey, Andreas Stock, Todd Hollenshead, Marty Stratton, Kathy Vrabeck, Ron Doornink, Maryanne Lataif, Mitch Laskey, Matthew Walker

PS. Found this in my garage last night...