In this 2018 GDC session, PlayBrain's Mike Sheetal explains how Frictionless Marketing is turning community teams into the core of the marketing department. This session will cover some of the new media strategies emerging from community activities and how to execute them. Join the GDC mailing list: http://www.gdconf.com/subscribe Follow GDC on Twitter: https://twitter.com/Official_GDC GDC talks cover a range of developmental topics including game design, programming, audio, visual arts, business management, production, online games, and much more. We post a fresh GDC video every day. Subscribe to the channel to stay on top of regular updates, and check out GDC Vault for thousands of more in-depth talks from our archives.