Alex Moyet has become one of the most respected and influential figures in the global gaming industry, celebrated for her ability to blend creativity, data-driven strategy, and deep player understanding into marketing campaigns that resonate worldwide. Her career spans advertising, AAA publishing, indie marketing, consultancy, and executive leadership—giving her a rare, multi-layered perspective on how games should be positioned in an increasingly competitive market. Known for her involvement in iconic franchises like the Killzone: Shadow Fall, Uncharted, SingStar, and The Last of Us, as well as innovative indie titles and community-driven creative platforms, Alex Moyet has shaped how modern games reach and connect with players.
Her work demonstrates that marketing is not merely promotional—it is a strategic and emotional bridge between creators and audiences. This article explores her full professional journey, her contributions to major studios, her entrepreneurial achievements, her marketing philosophy, and her lasting impact on the evolution of game marketing.
Details Summary: Alex Moyet
| Category | Details |
|---|---|
| Full Name | Alex Moyet |
| Profession | Video Game Marketing Strategist, Marketing Director, Consultant |
| Known For | Marketing PlayStation franchises, leading indie game campaigns, founding Amcade |
| Industry Experience | AAA Publishing, Indie Marketing, Advertising, Creative Strategy |
| Notable Companies | McCann Erickson, Sony Computer Entertainment, Media Molecule, Amcade, Curve Digital |
| Major Projects | Killzone: Shadow Fall, Uncharted, SingStar, The Last of Us, Dreams, Human: Fall Flat |
| Specializations | Brand Strategy, Community Engagement, Creative Marketing, PR, Product Positioning |
| Awards | MCV 30 Under 30 (2016) |
| Speaking Engagements | Develop Conference & various industry events |
| Entrepreneurial Work | Founder of Amcade, a gaming-focused marketing consultancy |
| Industry Impact | Elevated modern game marketing with storytelling, authenticity, and player-focused strategies |
Who Is Alex Moyet? An Overview of Her Professional Identity
Alex Moyet is best described as a marketing strategist whose work spans the full spectrum of the video game ecosystem. She is known for her unique ability to merge corporate marketing sophistication with the authenticity and creativity required for indie success. Throughout her career, she has developed campaigns for multimillion-dollar AAA franchises, guided experimental creative projects, supported indie studios through consultancy, and led publishing teams at the executive level. At the core of her professional identity is her remarkable understanding of player psychology—she knows what attracts players, how communities form around games, and how storytelling can turn a title into a cultural moment.
What makes Alex Moyet’s work so impactful is her balanced perspective. While many professionals excel in either corporate or indie environments, few can navigate both with equal mastery. She has led global product campaigns at Sony Computer Entertainment, supported the creative ambitions of Media Molecule, provided strategic guidance through her consultancy Amcade, and helped indie titles achieve commercial success at Curve Digital. Her influence extends beyond marketing strategy—she has become a thought leader, mentor, and role model for the next generation of marketers entering the gaming industry.
Early Life and Educational Background of Alex Moyet
Although Alex Moyet maintains a private personal profile, her academic and early developmental influences point toward a strong foundation in communication, analytical reasoning, and creative thinking. These qualities later became essential to her ability to translate complex game concepts into accessible, emotionally resonant marketing campaigns. Her interest in digital entertainment, advertising, and consumer engagement developed early, guiding her toward a career where storytelling, psychology, and design would play major roles.
Education helped shape her ability to understand not just how to market a product, but how to communicate a vision. This early grounding allowed her to move seamlessly between analytical roles—such as evaluating market position and studying audience data—and creative ones, such as shaping narrative identity, designing campaigns, and collaborating with artistic teams. Her diverse skill set positioned her perfectly for a rapidly evolving gaming industry in which marketing had become as crucial as game development itself.
Early Career Beginnings – Advertising at McCann Erickson
Alex Moyet’s professional journey began at McCann Erickson, one of the world’s most prestigious advertising agencies. Here she gained exposure to large-scale digital marketing, brand strategy, and multimedia campaign execution. Working at McCann Erickson offered her the invaluable opportunity to collaborate with global brands, most notably Xbox, a client that introduced her to gaming audiences and solidified her interest in interactive media.
One of her earliest major achievements was her involvement in the award-winning Kinect Star Wars mobile app campaign. The project required her to integrate brand storytelling with digital interactivity, blending entertainment with marketing innovation in a way that resonated with fans of both Star Wars and gaming. This campaign acted as a turning point in her career, strengthening her skills in mobile engagement, cross-platform strategy, and audience targeting. It also proved that she had a strong creative intuition—an ability to match the right marketing messages to the right audiences at the right time.
During her time at McCann Erickson, Alex developed a deep understanding of different audience behaviours. She learned what motivates players, how they respond to brand narratives, and how digital experiences—such as apps, promotional videos, and interactive tools—can influence purchasing decisions. These insights became core pillars of her marketing philosophy and set her apart early in her career. Her experience in advertising provided the foundation she needed to transition smoothly into the gaming industry’s most influential marketing roles.
More From Info: Eldy Banda: The Inspiring Legacy Of A Powerful Indigenous Woman
Transition to Sony – The PlayStation Product Manager Era
Alex Moyet’s move to Sony Computer Entertainment marked a major evolution in her career. This transition took her from agency-side work into the heart of AAA video game publishing, where she became responsible for managing some of the gaming world’s most beloved franchises. As a Product Manager for PlayStation, she coordinated global marketing campaigns, developed positioning strategies, and worked closely with development studios to ensure consistent messaging and impactful launches.
Her role at Sony included work on several iconic titles:
Killzone: Shadow Fall
Alex played a key role in shaping the marketing strategy for this PlayStation 4 launch title. The campaign highlighted next-generation graphics, immersive gameplay, and the evolution of a beloved PlayStation franchise.
Uncharted Series
Working on the Uncharted franchise required balancing its adventurous, cinematic tone with worldwide marketing messaging—ensuring that both loyal fans and new players connected with the brand.
SingStar
For SingStar, Alex worked with a different audience demographic, blending music, entertainment, and social gameplay into a campaign that appealed to casual players and party-game fans.
The Last of Us
Her contributions to the marketing of The Last of Us placed her in the orbit of one of the most critically acclaimed games of all time. Marketing required emotional storytelling, tonal consistency, and a deep respect for the game’s narrative intensity.
During her time at Sony, Alex Moyet developed expert-level skills in global campaign management, cross-team collaboration, media strategy, and community engagement. She learned how to balance commercial goals with creative integrity, which later became a hallmark of her leadership style.
Career Growth at Media Molecule – Commercial Strategist Role
After her successful tenure at Sony, Alex Moyet joined Media Molecule, the award-winning creative studio best known for their innovation and community-centric design philosophy. This role demanded a shift in approach, as Media Molecule operates very differently from a major publisher. Instead of marketing big-budget franchises, she was now tasked with positioning one of the most experimental and creative projects in gaming history: Dreams.
Dreams is not just a game—it is a platform for creativity, allowing players to build, animate, compose, and publish their own interactive experiences. Marketing such an unconventional title required fresh strategies that honored the artistic spirit of the platform. Alex became instrumental in shaping the commercial vision of Dreams, crafting messaging that resonated with both creators and players, and helping the studio articulate the platform’s unlimited possibilities.
Her contributions included refining brand identity, strengthening creator-focused messaging, and supporting Media Molecule’s close-knit community through transparent, supportive communication. Dreams required marketing that celebrated the creativity of its players—and Alex delivered exactly that. Her work exemplified her adaptability and innovation, proving she could succeed in environments driven by imagination and artistic expression.
Founding Amcade – A Strategic Consultancy for Indie Developers
In 2016, Alex Moyet founded Amcade, a specialist marketing and PR consultancy serving the gaming industry. This entrepreneurial step allowed her to apply her expertise to a wide variety of developers—from indie teams with tiny budgets to creative studios looking for brand identity refinement. Amcade became a widely respected name in gaming consultancy due to its strategic depth, personalized service, and emphasis on long-term studio growth.
Through Amcade, Alex worked with clients such as Media Molecule, indie developers, and industry charity SpecialEffect, contributing to meaningful community-driven initiatives. Her consultancy helped studios craft strong narratives, develop brand awareness, manage PR campaigns, and engage authentically with players. Many indie teams credit Amcade with helping them achieve visibility in an increasingly crowded market.
Amcade filled a critical gap in the industry, providing professional marketing support to studios that lacked access to major publisher resources. Through her consultancy, Alex empowered smaller teams to compete on a global stage.
Marketing Director at Curve Digital – Leading Indie Publishing Success
Alex Moyet’s next major role was as Marketing Director at Curve Digital, a studio celebrated for publishing highly successful indie titles. In this leadership position, she managed marketing for a wide range of games, including the massively popular Human: Fall Flat, Bomber Crew, Rogue Aces, and others. These titles required diverse marketing strategies due to differences in genre, tone, and target audience.
Her work at Curve Digital demonstrated her ability to scale campaigns effectively, even with limited indie budgets. She oversaw creative direction, team leadership, analytics, community engagement, and cross-platform strategy, ensuring that Curve’s games reached global audiences across Nintendo Switch, PC, PlayStation, and Xbox. Under her leadership, several Curve titles achieved widespread success, proving her ability to elevate indie publishing through smart, targeted marketing.
Game Credits and Broader Industry Contributions
Throughout her career, Alex Moyet has contributed to a wide range of projects, earning credits such as:
- Tearaway: Unfolded – Production Team
- Killzone: Shadow Fall – Marketing & PR
- Dreams – Marketing Strategy
- Smoke and Sacrifice – Special Thanks
- Röki – Special Thanks
These credits show her versatility across production support, campaign generation, and strategic consultation. She has influenced titles across multiple genres, scales, and creative visions, leaving a meaningful mark on each one.
Recognition and Speaking Engagements
In 2016, Alex Moyet received the prestigious MCV 30 Under 30 award, celebrating her as one of the most promising emerging talents in gaming. She has also spoken at major industry events such as the Develop Conference, where she shares insights on marketing innovation, community-building, and the challenges of promoting games in an evolving digital ecosystem.
Her talks emphasize transparency, creativity, and understanding player behaviour—principles that have shaped modern game marketing.
Alex Moyet’s Marketing Philosophy
Alex Moyet’s marketing approach is grounded in authenticity, emotional storytelling, and player-centered communication. She believes that marketing should feel truthful and inspiring—not forced or overly commercial. She emphasizes:
Storytelling
Narratives form the emotional connection between players and games.
Community-first thinking
Players are not just customers—they are participants in a shared experience.
Balancing AAA polish with indie authenticity
She adapts to each project’s needs, whether large-scale or grassroots.
Data + creativity
Creative ideas must be supported by player insights and measurable impact.
Her philosophy has helped redefine how studios connect with audiences, encouraging more human, relatable communication.
Influence on the Modern Gaming Industry
Alex Moyet’s influence goes far beyond individual titles. She helped shape a new wave of game marketing—one driven by community, authenticity, creativity, and inclusivity. Her work has inspired countless young marketers and has set new standards for how studios communicate their stories. From PlayStation blockbusters to indie gems, her contributions have helped elevate the quality and creativity of marketing across the industry.
Future Outlook for Alex Moyet
As gaming continues to evolve with VR, AR, AI-driven creation, and community-powered platforms, voices like Alex Moyet’s will be crucial. Her expertise positions her to lead future innovations in campaign strategy, brand storytelling, and creator-driven ecosystems. Whether she continues in executive roles, consultancy, or thought leadership, her impact on game marketing will remain significant for years to come.
Conclusion
Alex Moyet’s career is a testament to how creativity, strategy, empathy, and innovation can reshape an entire industry. From launching global PlayStation campaigns to empowering indie developers, from guiding creative studios to speaking at major conferences, she has become one of the most influential figures in gaming marketing.
Her legacy is defined not only by the successful campaigns she has led but by the new generation of marketers she inspires—those who believe that games deserve storytelling, respect, and emotional connection. Her work continues to set the standard for excellence, authenticity, and innovation in the world of video game marketing.
FAQs
1. Who is Alex Moyet?
Alex Moyet is a renowned video game marketing professional known for her work with PlayStation titles, indie game publishers, and creative studios. Over her career she has held roles at McCann Erickson, Sony Computer Entertainment, Media Molecule, Amcade, and Curve Digital, contributing to the success of major gaming franchises and innovative indie projects.
2. What games has Alex Moyet worked on?
Alex Moyet has contributed to several acclaimed games, including Killzone: Shadow Fall, Uncharted, SingStar, The Last of Us, and Dreams. She also supported various indie titles such as Human: Fall Flat, Smoke and Sacrifice, and Röki, showcasing her versatility across AAA and indie gaming.
3. What is Amcade, the company founded by Alex Moyet?
Amcade is a specialist PR and marketing consultancy founded by Alex Moyet in 2016. It focuses on supporting indie developers, creative studios, and gaming charities by offering tailored marketing strategies, branding guidance, community engagement planning, and long-term promotional support.
4. What is Alex Moyet known for in the gaming industry?
Alex Moyet is known for her innovative, community-centered approach to marketing, her expertise in both AAA and indie game promotion, and her ability to translate creative vision into impactful campaigns. She has shaped the marketing identity of multiple major titles and continues to influence modern game marketing practices.
5. Has Alex Moyet received any industry recognition?
Yes, Alex Moyet was named to the MCV 30 Under 30 list in 2016, recognizing her as one of the rising stars in the gaming industry. She has also been a speaker at industry events like the Develop Conference, where she shares insights on marketing strategy, community growth, and industry trends.
