I have a similar background and I don't think releasing details of features on a weekly basis is childish at all. They're just giving people what they want. People in the forum have been begging for clues and information about C3 for over a year. I don't see anything wrong with that. And the blog posts are detailed. They take a lot of time explaining things, and I can appreciate that.
- I only only noticed a few problems with their marketing:
1. I think they've been marketing to the wrong group. Both professionals and hobbyists want to use the best tools for their work. If it's good enough for professionals, it should be marketed to professionals.
2. The subscription model should have been announced much, much sooner to give people time to deal with it and accept it. People had certain expectations based on what they knew about C2 and they had those same expectations for C3 for a very long time. It was a shock to most of us when they switched payment methods.
3. It think they should have released information about their best features first, but also saved they most important feature for the last week just before release. You want a rollercoaster effect of excitement for your new product.
4. Maybe I'm not looking in the right places, but their advertising seems nonexistent, other than social media.
- They got a lot of things right though too:
1. Their websites are very well designed, and looks fun and professional.
2. Their product looks professional.
3. Teasing is a good thing (all popular media does this, movies, games, etc.). I don't think they released too much information too early. It's not to uncommon to start teasing 6 months out, just to keep the product fresh on people's mind.
4. They have a lot of contact with their user base. I don't get the feeling this is some soulless company. They are also very knowledgeable about their niche in the game industry.
5. Good customer service. When I had a problem, they didn't agree with it, but they eventually addressed it.
6. They are active on social media.
I think if they ever hire a marketing team, it's going to be a breeze for them because Scirra is already doing so much, so well. The most important thing to a marketing team is to have a good product.