Being in touch with social media platforms like Twitch and Facebook is the "most important" thing right now.
That's according to Jagex chief Phil Mansell, who said that in the last five years the priority of games firms has switched from meeting with platform holders to arranging time at big shows with broadcast services - but that's not to say that speaking with the likes of Microsoft or Sony.
"It's interesting to compare the industry now to how it was five years ago," he said.
"Back then it was desperately important to have that half hour with your Microsoft or Sony rep - and it's still important now - but it's most important that you're talking to Twitch and Facebook in this new games-as-a-service world.
"It's interesting how those things have shifted around now with the access to users. It's more complicated but as a publisher, you get a deeper relationship and with that ecosystem, you are more in control."