There are two types of hype. The more commonly known hype is the extravagant or intensive publicity or promotion when used in marketing terms. For me, hype is that billowing of excitement that comes deep from within. It is the fuel that guides me and all of us towards a purchase in this medium. Hype is that faith you put into a product you have never touched yet find yourself defending it blindly. The idea and feeling of hype is a good thing, but if you allow it to run wild and choose to bring your hype levels to immeasurable heights you need to ask yourself, “Was it the marketing, or was it me?”
I am a firm believer in giving into the hype. I am not saying to lose your sense of logic and let your expectations run amok. More so I mean to just allow yourself to be excited about the things that speak to you. Being skeptical and negative all the time is physically draining. I know it is because I used to be that person. When you just pick apart marketing, assume the worst, and build up negative views, you are setting yourself up for a cycle of hate that will bleed well over into the game’s launch. You are giving into skepticism not to hype. Now no matter what the score is or buzz is, you’ve already made up your mind to hate the game.
On the flip side, if you just give into the excitement, you experience a very positive marketing cycle that will build a confident expectations all the way up to launch. That excitement is important. The buzz you spread by talking about your enthusiastic views to friends and others online builds a community of hype. This is a positive thing when dozens if not hundreds of people in your online circle are expressing their enjoyment for a game to come. Trust me when I say that people feel better when they are excited, not skeptical.
By no means am I saying that over-hyping things are okay. You have to practice a bit of restraint as well as remain logical about what exactly it is you’re excited for. By assuming something will be the greatest game of all time, you are setting yourself up for failure. Just reword your internal feelings and expectations to fit more along the lines of, “I cannot wait to experience this game for myself.” These are just suggestions; I have no dominion over how you express yourself. However, these tips may just put you in the correct mind space to have your expectations met.
There are so many examples I can give either personally or just from the industry itself. Being a student of the gaming industry for over 25 years now, I have seen many games rise and fall thanks to customer hype levels. Success is made or broken depending on the market the developers and production companies, but also on how the customers are responding to their product. One thing to always keep in mind is that marketing is created to trick you, to lie to you. The idea of marketing is to convince the consumer that they need this product even if deep down the product isn’t really for them. This does not exist in a vacuum, this is how marketing works across all products and mediums.
As a consumer you must speak the language of marketing so you don’t get fooled into buying something that ultimately just does not resonate with you. Nobody but you knows what you like. To fall victim to marketing speak that oversells an item is on the consumer, not the developer. Sure they should not weave lies and manipulate their product to seem like something else, but it is also on you to inform yourself.
There are plenty of games journalist, reviewers, videos, and ways to get the information you need to build a case for your excitement. Plenty of people have gotten their hands on this product that isn’t trying to sell it. Align yourself with somebody in the industry who previews games and trust that they are telling the truth by reviewing their body of work. Always make sure the blame is pointed towards the right party. If you are the “best game of all time,” guy then you have foregone your ability to put the blame on the developer. You said it was going to be the best, not them.
Recently I suffered from overhype. The Metal Gear Solid series has always been my favorite thing to exist in the history of ever. So of course when The Phantom Pain was announced, I was over the moon. We were slowly dip fed information for over 3 years as each trailer push me more and more towards immeasurable levels of hype. When the game came out, and the Kojima/Konami controversy happened, I was still blinded by my own excitement. I never thought in a million years that the game would not deliver for me on a personal level. While the gameplay was the best the series ever had, the game was far from a Metal Gear experience in terms of narrative and characters. The story was hollow, and for the most part not even present. It still ended up being my game of the year because I was objectively able to see that there was a great playing game within the coding of this mess of a story, but the way I hyped this game up for myself will haunt me. Would I have loved this game if I had just ignored the marketing and my pure love for the series? Sure the game was cut short in development, and pieces of it were obviously missing, but if I had not had the expectations I set for myself, would I have just enjoyed the game for what it was? This is how hype can turn on you.
Allow me to give a different example though; one that is more on the macro instead of my personal micro. Almost a month ago a little game called No Man’s Sky was launched. Now, I followed this marketing very closely over the last 2 or 3 years. A lot of things were said by creator Sean Murray, but at no point do I ever feel that he outright lied about the project. When talking about a game made by a small team that was announced years before it actually launched, you have to take things said early on in development with a grain of salt. Not every idea makes it into every game. Look at every Fable game for an example of that. Does that excuse the developer? No of course not; they should be as truthful as possible about their product but again remember, marketing is meant to trick you into purchasing a thing you didn’t even know you wanted. The whole world lost their minds when No Man’s Sky came out and it wasn’t the Second Life in space that everybody assumed it would be.
As somebody who did follow the marketing, and who was extraordinarily hyped for this game, I ended up getting the game I wanted and thought it would be. My question is how did so many other people assume that it was something else? It is simple…it’s the hype machine taking control. This is the self-manufactured excitement that you yourself allowed to achieve. In this case I think there was a mixture of poor communication from the developers as well as people allowing their expectations to run rampant. I still play and enjoy this game to this day and am getting everything I ever wanted out of it even with my extreme levels of excitement that I allowed myself to get to. Deep down I knew this was more of an indie project, created by a small team, with randomly generated properties that would make the experience different from person to person. I managed my hype, followed the marketing, and kept a healthy level of skepticism. It paid off with immense enjoyment of the game which many cannot claim.
You are the controller of your own hype, so when things don’t meet your expectations try looking internally instead of lashing out at the developers or taking it personally. These are video games people, they are a great hobby and great escapism but never warrant outrage that turns into death threats to developers. I seriously suggest seeking help if you are the type that jumps to death threats every time something does not meet your expectations. I don’t care if the threat is hyperbolic or not. Gamers get a bad rap for being overly opinionated, self-entitled, and generally just rude to one another; especially with the anonymity of the internet.
Be the example by just owning up to yourself when you have overhyped a game, but at the same time don’t fear to give in to your own excitement. It takes much more energy to be skeptical about something than it does to be hopeful about something. Plus it is just generally better to seek out that positivity rather than dwell in the negativity. You just have to ensure that you are self-managing the hype machine and not allowing it to take over your ability to remain grounded and logical about the incoming product. Mastery over hype ensures for a healthier and more gratifying gaming experience. There is an art to marketing and the road to a game’s launch, and I implore you all to be mindful about the information that is out there while all at the same time, surrendering to the hype.
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E3 is the stuff that gamer dreams are made of, even nearly a month after all the announcements. It is never too late to report on hype, so here I am sharing the E3 experience, as told by some guy watching from his couch. I have been following the event for 14 straight years now, and it is customary for me to been write out my thoughts and reactions to all of the announcements. This is my gamer holiday, my gamer Christmas…E3 is my gamer Mecca. Allow me to take you through my journey of E3 2016, and why I think it was one of the most successful trade shows in the history of the business.
Living Through the Hype
There is nothing quite like the Electronic Entertainment Expo for a passionate gamer like myself. Every year E3 acts as a temperature check for hype of the industry, but more importantly it proves that this industry isn’t going anywhere. It is as healthy as it has ever been and while a trade show like E3 may not be around forever, it will take a new form in terms of being a hype generating machine. We need trade shows and press events like this, and while more and more studios, companies, and developers drop out in turn of trying out their own personal conferences, one thing is for sure, there is nothing in this world quite like the week of E3.
This year there weren’t any “next gen consoles” to announce, it was just all about the games, and boy howdy were there some interesting looking experiences. Sure Microsoft tried to sneak in a few words about their slim line system as well as their .5 step up labeled the Scorpio, but they did it with class and it took up minimal time of the press conference. You would think Sony would have spent so much time on showing VR games that are near impossible to show in a press conference setting, and while they did show up with some news, it was such a small fraction of time that they took up. Everybody who showed up for E3, including EA, Ubisoft, Bethesda and Nintendo, came to win. They came to murder the competition and explain why their games are the experiences you should be playing this fall and going forward. I think all of them had strong showcases (with a few major stumbles from EA) and delivered on the one currency that matters in this industry…hype.
As an agent of hype, I go out of my way to be overly excited about any and all games. Pushed release dates, games that won’t come out for another 3 years, and completely out of context CG trailers do not put me off. Speculating on these games that are not out yet is one of my favorite activities to do. I like to build my own story and elevate my own hype on these experiences that are years out, and then the payoff of getting them when they finally do arrive is unmatched to any feeling this industry can evoke. Has my hype ever turned against me? Sure every once in a while, but I don’t let that ruin future potential to be excited about something. I’d rather be excited and let down than spend the road to launch being pessimistic and worried. Gosh that just seems incredibly draining; I’ll take the hype any day. So we all get it now right? We are on the same page? E3 gets me hyped and now it’s time to break this year’s conferences wide open. I just want to focus on my personal High and Low of each conference.
EA Conference
This was the first conference of the week and by far the weakest, but I think it set expectations correctly for my mind (and hopefully yours) to be efficiently blown by the coming conferences. What was not lacking however was how they started the conference. That first game announcement is the hook, and blowing out Titanfall 2 at the top of the show was an amazing idea. That game showcased so well, and the single player trailer got me more than hyped to get back into this series. I really enjoyed the first game, and it is quite easy to tell we live in a post Titanfall FPS world now that all games have taken their locomotion mechanics. It’s hard to find a shooter nowadays that you aren’t jet-packing, double jumping, and wall running around, and that’s totally okay but just remember who pioneered it! Titans seem to have personalities and characteristics now, and I have a feeling that will be on full display in the story mode. It is very hard to top the new whip though, which adds to your maneuverability as well as works as a melee weapon. Gosh, the end of that trailer where the two pilots are in the sky and whipping towards one another…that’s how you evoke mass excitement!
Unfortunately I have some negative things to say about this conference. A few things really rubbed me the wrong way, and the biggest offender Mass Effect. This was the year to show that game; this was the time for a blowout. Mass Effect Andromeda is coming out next year and we already suffered a delay this year. After the trailer showed, we knew nothing more than what we did a year ago and that is a MAJOR issue. Did I enjoy the trailer? Of course I did, I will enjoy anything with Mass Effect in it. Was it a tease? Overwhelmingly so. We need to know more about this game, and this little trail of breadcrumbs is just not enough. We need facts, we need gameplay…we need some real news Bioware.
The upsets did not end there however, EA was nice enough to bring up the Star Wars games and that is pretty much all they did with them. They might as well have just had somebody come on stage and say, “They exist!” I love seeing Amy Hennig with Visceral talk about Star Wars, and I love seeing dudes in mo-cap suits playing with lightsabers with the Respawn logo in the background. Seeing glimpses of in engine screen shots is always welcomed…but I just needed more to get that level of hype I love to dwell in. If wanting more is the worst thing I can say about this conference, then to me I’d say they still did pretty well.
Bethesda Conference
From the Prey Trailer
Bethesda really knew how to pick up where EA faltered. They came out strong with a Quake announcement and then it never let up until the conference’s end. The high point of Bethesda’s hour for me was the new Prey trailer. I had no idea I was watching a Prey trailer until I saw the title reveal. I was never a big fan of the first game but was excited about the idea of the sequel announced a few years back. Well now that’s out and this reboot/rebrand is in. The narrative that the trailer showcases is awesome. I was so drawn in by this man who ends up speaking to himself by the scene’s end while living a Groundhog’s Day experience as he relives the same day over and over. Who is this man, what is happening to him, and how does he fit into the real story? I don’t know, and I don’t need to know. The trailer sets a tone that I am interested in and I cannot wait to see how it all pans out.
Comparison of Graphics
I wanted to give Skyrim Special Edition as my high for this conference but I have put 300 hours into the original, and despite me being the one of many who feverishly asked for this game, I would feel bad to give it a highlight spot when something new and fresh like Prey should get some of my much deserved limelight. So while Skyrim SE is probably what I am most excited for, Prey is the real show stealer here.
It is hard to nail down a low point for this conference, and heck pretty much every conference going forward. At gun point I would have to say there was a bit of a stumble with announcing the Fallout 4 DLC. I thought it showed well, but it was too quick, and I guess I figured there would be a much bigger announcement. Perhaps those expectations are unfair because Far Harbor DLC did just come out, but for a conference I guess I just hoped for something a bit more than adding working conveyor belts to your settlements. This just comes off nitpicky and that is because it is. The conference was great and it is hard to find anything negative about it. For the new kids on the conference block (this is only their second year at E3) they really knocked it out of the park.
Microsoft
Microsoft was up next on Monday and just like the last few years, they really came out swinging. Sure they opened with an announcement of a slim model which is good, because it just gets it out of the way so the focus can turn to what matters, games. After watching this conference I thought there was no way that Sony had the lineup to usurper Microsoft this year. More on how that turns out later.
Microsoft had so many highs that it’s hard to pick one. It is so easy to go with something like We Happy Few which felt like a completely Bioshock inspired game. Every fiber of my being is shouting at me to write about Scalebound and their awesome presentation…but deep down I know that what wowed me the most was Sea of Thieves. During the entirety of it’s on stage demo (and its following hands on impressions from trusted industry types) I was just thinking of how many friends I knew who owned a Xbox One…and how do I get them to buy this game so we can all go on swashbuckling adventures together. Luckily it will take no convincing because the game speaks for itself. Want to meet up in a tavern and drink with friends? Go for it. Find a treasure map on the island you are on? Go look for it! Want 
to rob people coming out drunk from the local tavern? By all means do it. The real meat and potatoes is boating up with a crew and hitting the high seas. Out there you can run into sea monsters, or worse, other ships with their own crew. Each crew member has a function. One needs to man the sails, the other the anchor, somebody needs to be in crows nest navigating, and a trusted pirate friend needs to be at the helm. Everybody has a function, and everybody must be communicating to ensure that the dangerous ships and crews you face out there will not lead you to a watery grave. The first thing I am doing? Loading up my boat with booze, pals, and instruments, and we will sing sea shanties all the way to Davy Jones’ locker.
There were next to no low points in this conference. I feel that I do have to point out that I thought ending with the big Scorpio reveal (Microsoft’s .5 console) was a misstep. Really Microsoft? This is the thing you were most excited to show us? Well, I was not excited and while I understand why these .5 systems exist, I do not care to upgrade at this moment in time, especially if all games will continue to work on the current versions of the consoles. Was it a bad announcement? By no means, I thought they did a good job at giving us the information…but I just don’t feel it was the announcement to end on.
Ubisoft
Ubisoft, Ubisoft, oh where art though Ubisoft? Seriously this is the Ubisoft I have always wanted. No annual Assassin’s Creed to slow the conference down, and the weird ecstasy filled dance party at the top of the show was their only “weird moment.” Never before has Ubisoft came out so strong at E3, and that is probably why they are suffering form a corporate hostile takeover by Vivendi. You’re looking too good these days Ubisoft! In any case, Ubisoft focused on all the right things and ended their conference with a big new IP. Sure at surface level Steep seems just like a snow extreme sports game, but is much deeper and you have a community enriched experience filled with so much freedom in terms of traversal and activities. While this was a big moment, it is far from game of the show material.
The moment of hype comes in the form of, South Park: The Fractured But Whole. Not only is this an insanely fun title to say and type, but it also showcased wonderfully. Trey and Matt (the creators of South Park) came out and discussed their heavy involvement in the game. They gave us a very funny trailer which completely satires the blueprint of the Marvel Cinematic Universe Phase system. If that wasn’t enough, we get three awesome gameplay snippets. The demo itself was filled with great South Park jokes, and Matt and Trey themselves just seemed so excited to show off this game. It was such a treat to see them so passionate about this project. They were very vocal about how demanding The Stick of Truth was and it seemed like they would never do a game again…yet here they are. Guys and gals, it is more than we deserve as gamers!
The low point was hardly low. If anything this is just another positive masquerading around as a negative. I am not a big Watch Dogs fan, so there was not much the sequel could do to get me on board. I thought the first game was hollow, the main character to be as interesting as a wet rag, and found every single mechanic to be less than a game like Grand Theft Auto V. However, this showcasing of the sequel actually has me looking at the game in a much more positive light. The game seems fun, the new character comes off as interesting, and all the little mechanical gripes seemed to have been fixed. Am I back in? Nope, but I can and will recognize that this game does seem to be in good shape. I feel the demo went on a bit long but in the end it did what it set out to do, and that was showing off that they were indeed listening to the fans and their complaints of the original. That is classy as hell Ubisoft.
Sony
Sony my Sony, my sweet and fair Sony…you had so much riding against you this year. You have constant lack of first party games, and all of your delays on properties announced last year are more than noticeable. I had little hope you would take the W this year. Well that’s what I get for thinking. I had figured that they would come out; talk too long about VR and their new .5 system upgrade. Instead you pulled the rug out from underneath us all, and proved why you are still leading this generation.
Where do I even begin in breaking down the major highlight of this conference? How do I choose one? Heck, I could not even choose a game and instead talk about their incredible pacing of their showcases, or even their choice of not resting on their games announced last year. Hell I would even love to gush about the live orchestral performance that lasted through the entire conference. Instead of hearing about Kingdom Hearts 3, Final Fantasy 7, and Shenmue 3, we get a totally new roster of awesome announcements. Some we knew of, while others were major surprises. Is it worth me dwelling on how much God of War rocked me? Never been a fan of the series, but what I saw had me caring in a big way. What about the Heavy Rain inspired game Detroit: Become Human? Sure it was impressive but it was just validating what I already knew.
Sony Bend’s Days Gone
The show opened up with Syphon Filter’s developer Sony Bend studio and their new game Days Gone. While the trailer itself had a very Last of Us feeling, the real bread and butter came from the end of conference gameplay. Wow what an impressive stage demo. The game’s enemy, whom can only be described as the zombies (don’t call them that though!) from World War Z, moves like cascading water in tandem with one another like a wave of bodies. Well look at that, it seems this may have been my highlight of the conference. Sometimes you just have to work these things out on paper before realizing what really wowed you the most. It would have been so easy to talk about how awesome Horizon showed, or talk about the big Resident Evil 7 reveal with a PT like marketing demo. While all of these announcements are game of the show worthy, I truly feel that the surprise of Days Gone landed in a big way for me. The fact that so many people did not feel the same way alarms me, but we like what we like.
It is hard for me to pick out any moments where I felt the pace of the show was hindered. The show was nonstop trailers with minimal talking or presenting, so when those slow moments came with the Skylander’s reveal and the minimal VR…it was necessary to slow that heart rate. The amount of excitement that they built through the run-time of the show was so intensely satisfying that the down time ensured our poor little hearts wouldn’t breakthrough our rib-cage. Do I care about Skylanders? No I do not; I could not even begin to care less. Do I want stage time on VR? Not particularly, but they didn’t dwell on it long and moved right past it and back to their original pacing. What I am trying to say is, that I had little to zero issues with this conference and it should be the defining mold of E3 press conferences moving forward.
Living Post Hype
So with E3 now in our rear-view mirror, a lot of us have that post E3 depression. We’ve all heard so many good things about so many games that aren’t even close to being out. So you may ask, Kyle, how do we even cope with knowing we are so far away from so many great experiences? My answer, give into the hype. I am not saying blindly love and be excited for all of these things until they reach unobtainable levels of interest. What I mean is just give into the excitement, ride the wave of hype all the way to release. The excitement you get from pondering on a game on the horizon is unlike anything else. You will never have this road to excitement other than now, so why even fight it? Excitement and hype are good. For me there is no such thing as “over-hyped.” It is a term I see thrown around all too often. While the game may not have lived up to expectations, nothing can take away those moments of pure concentrated excitement that you felt all the way up to launch. It is a good feeling, so embrace it. E3 is a time where we all as gamers come together and get excited for our healthy industry. I feel that pessimism is in low reserves during this week. Of course it is re-birthed the week after and the internet goes right back to its awful self, but in that moment…we all have E3…we all have the hype.
Daku Con 2018 Photo Gallery
Daku Con 2018 Convention Recap!
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