I write a silly newsletter about the marketing of video games - from a guy who use to do that shit for a living.
Los Angeles, CA
Joined November 2007
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I swear to god I write an insightful newsletter about games marketing and how to meet players where they're at.
tonehoeft.com/metagame-004-j…
what's better when something's blowing up? saying something fast but empty or nothing at all for two weeks?
I timed 8 studio moves from the last two weeks. how long until players heard anything, and whether it held
oftentimes these crises show that there's a lack of alignment inside a company or worse, the company says one thing but doesn't actually live it in their actions. now they are scrambling on the clock to try to say something everyone in the room can agree to.
but sometimes not saying anything is better if you don't have anything real or authentic to say.
Check out this and more on the latest issue of my newsletter! tonehoeft.com/metagame-003-p…
if you're gonna steal one, steal this: PUBG banned two Vietnamese pros for life, then its whole Vietnam presence vanished. league, channels, socials. Krafton hasn't said a word and almost nobody covered it in English
or this: pirates cracked Control Resonant a day before launch and then told each other to go buy it because Remedy deserves it. Remedy thanked their paid partnership with Critical Role instead lol
tonehoeft.com/metagame-002-h…
Dearest Kyle Bosman,
@BrandonMeier left this comment on my last newsletter and it would be a privilege to have you roast me.
Consider it a perk of subscribing to your Patreon.
Pretty sure most of my followers are bots, but here goes nothing!
I'm launching a newsletter about what studios do to market their games and what players actually think about it. It's called Metagame. From a guy who used to plan this shit for a living.
Issue 001: Wolverine's launch, Blizzard's $59.99 beta that couldn't let people in, what we can learn about comms from John Wardogs, and the death of Love and Deepspace in China.
It's long. It's the Sunday paper. Grab a coffee.
tonehoeft.com/metagame-001-e…
Tone Hoeft retweeted
My good friend @thoeft is hiring for one of the most impactful roles in VAL publishing, a director to lead all things content and community strategy. If you’re great at what you do, live and breath VAL and knows the community inside out, consider applying. riotgames.com/en/work-with-u…
before val now
before val now
ALT This is a carousel post featuring the before-and-after headshots of a VALORANT developer. In this 2020 headshot, you see that he has long hair and is wearing a medical mask.
ALT His 2025 headshot shows him standing with short hair, no mask, and black glasses. The image is set against a red and blue VALORANT-branded background.
Help I bought fancy French butter and the translation makes it sound like a piece of art: “Churned Butter, Rekneaded on a Frame, Salted, 2024”
I'm tired of explaining things like aura to my boss. Please join the VALORANT community team. I'm begging you.
riotgames.com/en/work-with-u…
gd @Preeti_Riot tags you on a post and now you see what notifications are like for all the cool people on twitter
(Congrats on 10 years Preeti - miss you a ton!)
It's my 10-year anniversary at Riot this Wednesday, so I framed two pieces of art to celebrate. (Big thanks to the VAL marketing team @thoeft @tiggytown & Glenn!)
Omen Shadow Walker sketch - nothing to explain
Oni trailer art - this one's special for many, many reasons
Wow golf is so easy. All I need to do is keep these simple 512 tips in mind every time I swing to hit it straight.