Valve marketing vice president Doug Lombardi told MCV this week that the studio is going it alone when it comes to marketing Portal 2, the highly anticipated sequel to their puzzle-platformer Portal.
Lombardi told MCV that the development team knows a product best and that agencies don’t get to know the product until too late in the process.
“With the Portal 2 ad, we play-tested it and were able to make changes during production,” he said. “With an agency, those types of tests are too often left to a post-mortem – at which point, the value of those realizations is pretty close to worthless.”
In addition to a series of Valentine’s Day promotions, Valve released its first TV spot on YouTubeon Friday: