Tired of cookie-cutter games marketing?


Calibrate builds bespoke go-to-market strategies to unlock your title’s true potential.

Calibrate ditches the one-size-fits-all games marketing playbook. We dive deep into your game's essence, unearthing its unique strengths and true player appeal.

This strategic foundation ensures every player communication is perfectly "calibrated" to your vision and audience, igniting engagement and maximizing market penetration for any title, from indie to AAA.

We call this approach Precision In Play™.

It starts with strategy

Precision In Play™

Whatever stage of development your title is in, our proprietary Precision In Play™ technique is engineered to precisely calibrate your ideal market position and craft an unmissable go-to-market plan.

  • 1. Pinpoint Core Essence

    1. Pinpoint Core Essence

    Deep dive to uncover your game's unique identity and its true resonance with players.

  • 2. Target Lock-On

    Identify players and market landscape via research, validating assumptions to hit your game's optimal positioning.

  • 3. Calibrate Strategy

    Craft a bespoke, commercially driven marketing blueprint that aligns insights for impactful campaigns.

  • 4. Maximize Impact

    We manage asset creation, ensuring every execution ignites engagement and builds lasting connections.

Our Services

Unlock your game's full market potential.

Our mission is to provide the strategic foresight and creative direction necessary for impactful launches and sustained player engagement.

  • We get under the skin of your creation to define its unique offering and player promise. This lays the groundwork for all marketing efforts, ensuring a clear and compelling message. This service encompasses positioning workshops and naming exercises.

  • Gain deep insights into your audience and market landscape. We test marketing propositions and validate assumptions, de-risking development and investment by informing strategic adjustments.

  • We plot a clear path to launch and beyond with a comprehensive campaign "hook" and commercially-driven go-to-market strategy. This includes key campaign beats and asset timelines.

  • Help developers receive funding or find a publisher by clearly articulating your game's vision and market positioning. This service also assists publishers in selecting games, aligning internal stakeholders to cut through the noise and present a unified message.

  • From key art and visual identity to video assets, social content, influencer kits and exhibition collateral, we manage the creation of all the marketing materials you'll need. Our strategic foundation ensures every asset is impactful and true to your game's core.

Built on experience with

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Our Story

Calibrate was founded by veteran entertainment and technology Strategic Creative Director and Writer Joe Talboys in 2025.

After 17 years in marketing, with leadership roles at Google, Meta, Keywords Studios and Trailer Park Group, Joe now offers his strategic marketing expertise to developers, publishers and agencies through Calibrate and its trusted partner network.

The Comment Section

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    "Joe is a dedicated and passionate creative director with great knowledge in gaming. We have worked together across multiple projects, all where he has hit the nail on the head in terms of the client brief. A true strategic thinker and just a generally lovely person to work with."

    Charlotte Hewitt | Executive Producer | ICHI Worldwide | Keywords Studios

  • Logo of JAGEX featuring a stylized yellow 'X' with the word 'JAGEX' underneath.

    “Joe is an insightful and dedicated creative who always brought great ideas and questions to the table. In particular his contributions to the project ‘Gord’ where he helped shape and define our strategic positioning, his collaborative approach really made for great working sessions. It was a pleasure to work with him and would highly recommend Joe to any team looking for a talented, professional creative and all round lovely guy!”

    Daniela Campitelli | Senior Product Marketing Manager | Jagex

  • “I feel very fortunate to say I’ve worked with Joe, particularly when I met him at a formative time in my career. I aspired to reach his level of success and skill, and he dutifully provided advice and encouragement to further my prospects. We quickly went from colleagues to friends, with the topic of video games a frequent point of discussion. It’s clear Joe has combined his knowledge, expertise and passion for video games with his immense creative skillset. Added to the fact he’s an all-round lovely bloke and a pleasure to work with.”

    George Nash | Custom Content Manager | IGN Entertainment

  • "Despite being on different continents and nine hours apart, Joe was right there when you needed him. Smart, dedicated, funny, a great writer, always a step ahead of what the client wanted/needed, a deep breadth of knowledge about the games industry but more important that all of that: Joe is absolute delight and a lovely human person. You’d be lucky to have him on your team. He doesn’t know I’m writing this but I’m really going to miss working with him!"

    Josh Callahan | Writer | Dark Burn Creative | Trailer Park Group

  • Silhouette of an apple with a bite taken out of it, featuring the Apple logo inside, including a leaf on top.

    “Joe was an inspiration to work with, injecting passion and finesse to an incredibly high standard in all the projects I had the pleasure of working on with him. I've trusted Joe on a number of high profile Google projects in the past and he has never failed to deliver. Being immensely creative, he drives concepts to the best they can be, is a great presenter and excels at being a motivational voice within the team."

    Ben Henham | Senior Interactive Producer | Apple

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    “Joe is equally adept at pitch-winning concepts, big ideas, long copy, and holistic tone of voice for products and services. Working with a deep awareness of digital and how people use technology, Joe is an intellectual, a team-player and an all-round pleasure to work with.”

    Jake Cooper | Head of Brand & Creative EMEA & APAC | TikTok

  • Logo with the word 'TOASTER' in white capital letters inside a white rectangle on a black background.

    "I’ve had the great pleasure of working with Joe across a range of client projects, pitch work, and internal marketing initiatives. He has a great talent for simplifying complex subject matter, which he has demonstrated numerous times, on Google projects especially. I’ve seen his strength in articulating difficult-to-pin-down brand tonality. I’ve seen his calm delivery at client presentations. He's committed to his craft and gets under the skin of brands and products."

    Zanya Fahy | Head of Strategy | Toaster

  • Pepsi logo with red, white, and blue colors and the word 'PEPSI' in bold black letters.

    "Focused, driven, and dedicated. Joe is the creative partner I wish I had met before. His knowledge and experience were instrumental in helping the team navigate the rough seas of public affairs. Give him a problem, and he'll come back with bulletproof ideas in no time, not to mention that he does all that while managing and inspiring the creative team. He's a winner."

    Vinicius Sales | Global Head of Design | Pepsico

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