Marketing is far from dead. Larian themselves used it to great effect with BG3. Does no one remember the announcement trailer released for BG3 well in advance of any gameplay footage? That’s marketing, though and through. And yes, it worked plenty well on me. A D&D game based around Mind Flayers, made by the folks behind Divinity Original Sin? Shut up and take my money. Also, when I noticed the outline of a Nautiloid ship in the background, I may have needed a change of shorts.
The difference with BG3 was that Larian didn’t just pull an Edward Bernays style marketing as a con. They delivered a good product, worked with players to fix any issues and have gone above and beyond supporting the game after release. They have done everything right to build long term customer relationships. Maybe they don’t reach the same level of profits some other companies might, by stuffing microtransactions in every orifice. But, I suspect they are profitable and seem to be better built be continue long term and not have to tear the company up and saddle one of those pieces with insane amounts of debt.
While I can’t promise that I’ll buy their next game, I’ll undoubtedly keep an eye out for it. Larian puts out a quality product and doesn’t fuck their customers. That’s what makes their brand of marketing work.