Alex Moyet: The Creative Visionary Driving Indie Game Success—Admired Strategist or Underrated Leader?

Introduction

In the fast-paced world of video game marketing, few names resonate like Alex Moyet. Known for her impactful campaigns and strategic thinking, Moyet has played a pivotal role in promoting both AAA and indie games. Her career spans influential positions at McCann Erickson, Sony, Media Molecule, and Curve Digital—each stop marking a chapter of innovation and leadership.

This article explores her complete professional journey, achievements, and growing legacy. Whether behind blockbuster PlayStation titles or helping indie studios find global audiences, Moyet’s presence in the gaming ecosystem is powerful, purposeful, and full of depth.

Quick Bio

The Entry Point into Gaming Strategy

Alex Moyet’s journey began at McCann Erickson, where she managed Xbox campaigns, including the buzzworthy Kinect Star Wars mobile app promotion. This early success highlighted her ability to blend creativity with data-driven marketing—a talent that set her apart early on.

Her ability to understand brand voice and player communities made her campaigns relatable and effective. The exposure she gained at McCann became the launchpad for her future impact in the gaming industry.

Key Contributions at Sony PlayStation

From Marketing Coordinator to Franchise Promoter

Moyet later joined Sony Computer Entertainment as a Product Manager, working on legendary franchises such as Killzone, SingStar, Uncharted, and The Last of Us. Her ability to navigate the high stakes of AAA marketing campaigns refined her strategic focus and taught her how to amplify a game’s emotional core.

Learning from High-Pressure Environments

In these demanding roles, Moyet sharpened her skills in media planning, PR, and product positioning. Her work helped these games resonate with both new players and loyal fans, proving that she could deliver results in high-pressure environments.

Innovative Role at Media Molecule

Commercial Strategist for Dreams

Joining Media Molecule, Moyet took on the role of Commercial Strategist for the PS4 platform Dreams, a user-generated creation engine that defied traditional gaming models. Her job went beyond marketing—it involved fostering a creator-first community and positioning Dreams as both a tool and an entertainment platform.

Encouraging Creativity and User Engagement

Moyet played a critical role in building promotional narratives around creators. She helped organize community-led campaigns and public talks that elevated the voices of Dreams users—supporting the game’s mission to democratize creativity in gaming.

Founding Amcade: A Boutique PR Powerhouse

Stepping into Independent Leadership

In 2016, Alex Moyet founded Amcade, a PR and marketing consultancy focused exclusively on the video game industry. This move showcased her entrepreneurial mindset and passion for helping smaller studios gain visibility in a competitive landscape.

Supporting Indie Studios and Charitable Campaigns

Amcade worked closely with indie developers and charitable organizations, offering guidance on everything from launch strategy to influencer marketing. Moyet’s consultancy allowed her to amplify voices that often struggle for recognition in the gaming world.

Curve Digital and Mainstream Success

Marketing Director at a Rising Publisher

In 2017, Moyet became Marketing Director at Curve Digital, a prominent indie game publisher. Here, she oversaw marketing campaigns for hit titles like Human: Fall Flat, Bomber Crew, and Rogue Aces. Her campaigns were praised for being fun, accessible, and well-timed—helping games achieve viral success.

Building a Brand with Heart

What made her work stand out at Curve was her focus on human connection. She crafted campaigns that reflected community spirit and game identity, which helped Curve Digital grow into a respected name in indie publishing.

Major Game Credits and Impact

Titles That Define Her Career

Moyet has been credited on several impactful games, including:

• Killzone: Shadow Fall – Sony

• Tearaway: Unfolded – Media Molecule

• Human: Fall Flat – Curve Digital

• Dreams – Media Molecule

• Röki, Smoke and Sacrifice, Bomber Crew, Rogue Aces – Curve Digital

Consistency Across Genres and Platforms

From first-person shooters to sandbox creators and narrative indies, Moyet has shown consistent success across platforms and genres. Her marketing fingerprints are seen in both the creative direction and public storytelling around each game.

Industry Recognition and Influence

A Leader Acknowledged

In 2016, Alex Moyet was named in MCV’s 30 Under 30, an honor recognizing young professionals making waves in gaming. She was also shortlisted for the Rising Star Award at the Women in Games Awards—a testament to her influence as a female leader in a male-dominated industry.

Speaking Engagements and Thought Leadership

Moyet is frequently invited to speak at major industry events, including Develop and PC Connects, where she shares her approach to game marketing, brand storytelling, and inclusive strategy.

Conclusion: Why Alex Moyet Matters

Alex Moyet’s career shows that marketing in the gaming world is more than just promotion—it’s about building stories, communities, and emotional bridges between developers and players. From launching AAA hits to empowering indie creatives, her work is admired for its integrity, innovation, and impact.

Whether she’s working with a giant like Sony or guiding a small indie studio, Moyet leads with purpose. As the gaming landscape continues to evolve, her voice will remain an essential part of how we experience games.

Frequently Asked Questions

Who is Alex Moyet?

Alex Moyet is a video game marketing expert known for her work with Sony, Media Molecule, Curve Digital, and as the founder of Amcade consultancy.

What are some games Alex Moyet worked on?

Her credits include Killzone: Shadow Fall, Dreams, Human: Fall Flat, Tearaway: Unfolded, and Röki.

What is Amcade?

Amcade is a marketing and PR consultancy founded by Alex Moyet in 2016, supporting indie studios and charitable gaming initiatives.

Is Alex Moyet involved with indie games?

Yes, she’s a leading voice in indie game marketing, especially through her role at Curve Digital and her consultancy work.

What makes Alex Moyet’s marketing approach unique?

She focuses on community, accessibility, and storytelling, making her campaigns resonate emotionally with players and creators alike.

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