Marketing + UA + Growth

The job isn’t "run ads." It’s keeping the promise consistent across capsule, trailer, store page, paid creative, and comms while the build changes underneath you and nobody tells you until the brief is stale. A feature gets cut, a core loop changes, the art direction shifts after a playtest, and marketing is the last to know. You’re selling a game that quietly stopped being the game you’re describing.

You don’t need more dashboards. You need production changes to reach you before they reach the player, and a loop that connects what you learn back to what you ship.

• Production changes the game and nobody updates the brief. You find out when the store page contradicts the build.
• You need product context to position well, but getting it means chasing three people across two standups and a Slack thread.
• You change the store page while ads still push the old promise. Accidental messaging chaos.
• Test results get dropped in chat. Two sprints later someone proposes the same test because the learning never became an action.
• Players keep repeating something on Steam/Discord/Reddit, but it doesn’t reach briefs before the next beat.

The problem isn’t marketing effort. It’s that marketing operates downstream of production decisions it can’t see and can’t influence fast enough. Iridae closes that gap.

1. Surface production changes that affect positioning before they reach players.
2. Detect meaningful shifts across storefront, campaigns, and community.
3. Rank what to test next by expected impact and effort.
4. Draft briefs, store updates, and comms so the test actually ships.
5. Capture outcomes so the next cycle starts from what you learned, not from scratch.

Nothing publishes without your sign-off. Marketing gets a seat at the production table without needing another meeting.