In this episode of Player Driven, Greg talks with Keith Pape, founder of YellowPike Media, about how to build authentic, lasting connections between studios, players, and communities. Keith shares how YellowPike became known as a gaming marketing agency that thrives on creativity, bold experiential campaigns, and a passion for games.

From Times Square takeovers for Metal Gear to guiding indie studios on their first hires, YellowPike Media focuses on doing the right thing—for clients, communities, and players. If you’re interested in game marketing strategies, community management, or how agencies partner with developers and publishers, this episode is packed with insights.

• All-In Culture – Why YellowPike Media avoids rigid roles and builds campaigns through collaboration across trailers, influencers, events, and content.
• Community Managers as Essential Hires – How strong community leads shape player trust and often grow into producers, biz dev, or operations.
• Experiential Marketing Done Right – Lessons from live activations like the Metal Gear Solid Times Square campaign, and how to turn moments into long-tail content.

Founded by Keith Pape, YellowPike Media is a creative gaming marketing agency built by lifelong gamers. With over a decade of experience, the agency has worked with top publishers and indie studios to deliver standout campaigns across influencers, community, live events, and storytelling. Their philosophy is simple: do the right thing, and long-term success follows.

Connect with Keith and YellowPike Media:

• Twitter/X: @YPM_agency
• Instagram: @YPM_agency
• Threads / Bluesky: @YPM_agency

• Explore more episodes of Player Driven, the podcast about the business of games: playerdriven.io
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