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If nobody understands what you do, you won’t be hired, no matter how good you are. From art outsourcing to localisation workflows and engine middleware, in a highly technical (and skeptical) industry like games, studios look for data & research before they hire. You need to have strong positioning that makes you stand out in the noise and tell them exactly who you are and why they need you.
Here’s a six‑step framework to position your B2B games services online in a way that feels natural and gets results.
Why B2B Game Marketing Services Can Make or Break Your Online Positioning
1. Define Your Category and Niche
Before you do anything else, get clear on what kind of business you are. Are you a specialist service provider or a thought leader in your area?
Specialists are those who solve a very specific technical problem. For example, “We help AA+ studios speed up Unreal Engine 5 shader builds.” It’s niche, clear, and easy for a studio to understand.
Thought leaders, on the other hand, are more focused on driving the conversation in space. You might publish deep research, lead panels, or provide strategic guidance to internal teams, something like “We consult on scaling multiplayer systems for large studios.”
Choose a lane that highlights your strong points and what your customers care about. Having a focused message instead of trying to be everything is much better.
2. Map Your Customers and Their Roles
Don’t talk to "game studios" as a broad category - particularly now, when the segment is more crowded than ever. You need to think in terms of real people with specific roles and concrete problems.
Let’s say one of your audiences is an art director at a mid-sized studio. Their biggest worry might be delays in the asset pipeline. Another audience could be a CTO at a tools company building exporter plugins; they’ll care more about integration speed and scalability.
When you know who you’re speaking to and what matters to them, your messaging becomes much sharper.
3. Identify Your Technical Truth
Here’s where you gather your team and get honest about what you do better than anyone else. Even if you have standout features, positioning only works when your features bring real value.
These questions can help.
- What specific problem does this feature or service solve?
- How does it help our ICP launch faster, reduce bugs, save money, or cut down on production time?
- What outcomes do your best customers consistently see?
This is your technical truth, the unique value your offering brings to the table. It’s about showing how your service helps real people with real problems, not using fancy words or over-the-top claims.
Think of the daily challenges your clients face like tight deadlines, broken workflows, or limited budgets. Your job is to connect your features directly to those pain points. When you speak in plain terms and highlight clear benefits, it’s easier for studios and dev teams to see why they should work with you.
4. Build Your Value Map and Positioning Statement
Now that you understand who your audience is and what your technical strengths are, it’s time to connect the dots. A value map helps you tie together what you do, why it matters, and what your customer gets out of it.
From that, your positioning should include the audience, pain points, what you do to solve the problems, and the results they achieve.
This is an example. “With automated QA pipelines, we assist localisation leads at medium-sized studios to reduce translation bugs by 40%, ensuring timely and bug-free releases.”
Though brief, this statement packs a punch. It brings key components in a communication: the target, the problem, the provided service, and the result. This is what exceptional positioning is. And if you’re unsure how to express it? That’s where Shibboleth can step in to refine and test the message until it sticks.
5. Layer Your Messaging Across the Web
Once you have established your positioning, ensure that it is evident across your website and content. Clearly explain what you do and provide a strong one-liner on your homepage. Disclaimer and legal jargon do not belong on a website’s homepage. Use them (if necessary) on your case studies and FAQs. Blogs and resources should all relay the same core message.
6. Optimise and Distribute Consistently, Don’t Treat it as a One-Off Task
Getting your message out isn’t the finish line, but it’s just the start. The best teams treat positioning like a living system, not a one-time document to bury in a shared drive. Start by updating LinkedIn pages, then share your message in dev Slack groups, newsletters, podcasts, and Discord communities. Tailor it to fit each platform. Then, track what’s working. Use that insight to boost what clicks and fix or drop what doesn’t.
Keep your ears open, too. Sales conversations, support tickets, and event chats all offer real-time insights into what your audience cares about today. That can, and should, shape your positioning over time.
Turning Positioning into Action
Positioning isn’t a branding buzzword, but it’s the foundation of how B2B games service providers become compelling and memorable. This framework gives you clarity: who you speak to, what makes you different, and how to say it in ways studios and tool vendors truly feel.
