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The audience for video games is zealous but fickle, and because of that, game studios have a unique challenge in attracting and retaining customers. While the tools they use are similar to those of other industries, studios have learned to be creative in the marketing tactics that support the effort.

The video game industry considers CRM to be a vital aspect of their business as it is based on a recurring payment model where the length of the subscription and the loytalty of the customer are linked. Renewing customer interest is important to have them coming back for more.  Micro-payments and sometimes item-by-item payment are the lifeblood of this business and these have to be renewed through offering something new frequently and letting the customer know about it.