Games are fun. Serious Games are even more than fun, addressing an additional characterizing goal beyond entertainment, e.g. learning, training and simulation, awareness, behavior change or health – ultimately benefiting the welfare of individuals and society. Nevertheless, serious games still represent a niche market of the prospering video games industry, and many serious games are not well received by players due to low quality. Numerous serious games developments end up in prototypes but are not successful from a commercial perspective. Based on that situation, the aim of this interdisciplinary, experience based, and practically oriented work is to raise game developers’ awareness of marketing aspects in the development process of serious games. The paper starts with a brief introduction pointing out the potential and status quo of serious games. Section 2 reviews key marketing concepts, primarily for readers with minor skills in marketing. Then, a conceptual model for marketing is introduced, bridging the game world with the marketing world. Hereby, emphasis is put on the need to consider relevant marketing aspects such as value orientation and the 4P of marketing during the whole lifecycle of game development, starting from a game idea up to the integration and use of a serious game in application fields such as education or health. As a tangible outcome and for practical use of the model, an initial game and marketing concept canvas is proposed. Section 4 provides practical insights how to use the conceptual model, by example of the ongoing research project SG4ChildD in the field of mental health games.