 Along with getting the games into the consumers' hands, publishing companies advertise a developer's game to the consumers.And for the first time in Oddworld's time as an independent developer, they have had to address the issue of advertising without the five million dollar marketing campaign that publishers provided them in the past, Lanning says the responsibility is back on indies to build their own brand visibility and audience relationships in order to market themselves, so they focused on capturing their community of fans and relying on the spread through social networks and the media to create the visibility required to keep them in business.Just Add Water's Stewart Gilray was the head of marketing during their partnership with Oddworld and utilized different methods for engaging with fans, such as conducting online interviews for gaming sites, Q&A sessions, web advertisements, a live stream of their headquarters and communicating directly with Oddworld's fans via websites such as NeoGAF, whose visitors have shown delight in the ability to interact directly with the developers.