- Epic Games founder Tim Sweeney looks forward to what he sees as an inevitable future for the games industry: one where marketing will become less necessary, and we can start putting that money into making better games. "The market is inefficient now,” he recently told Edge. “You run ads on television so that people walk into a retail store, buy a piece of plastic and stick it into their digitally connected device. "I think we have a lot of latitude – publishers and developers alike – to increase the efficiency of that. Once you have a game, it’s available pervasively online, and your devices are all Internet-connected, do you really need to run television ads to get people to find it at the top of the App Store?"