The Hype Train

In the last five years there’s been a massive shift from relying on how a game looks and plays, into building hype on empty promises. I get that the industry relies on money, and that you need to concern yourself with earning money as a company. Yet, since the middle of last gen, it’s become a PR machine instead of showing gameplay and letting the product prove itself on its own merits. Examples of putting celebrities, codes and content on consumable goods like soft drinks or chips show that the hype machine has gone completely out of control. Now you get a game revealed before it’s sure that the game is even to get a release in any form.


E3 is the prime example of what gaming has become, for good or ill. It has become the norm to show off a game two or three years before release, often using fancy sleight of hand to mislead consumers as the what the final product will be. As a fan of games, I am now used to the fact that, if you get a cinematic trailer, that means the game is at least two years away. Gone are the days where the game is announced and released in the same year. You get to hear so much about games before they are released that I often lose interest in the game long before release.

With games being constantly in our face, it completely loses the joy and excitment for a game when you get carefully selected content that reveals nothing substantive. Instead of hearing the developers honest opinions, you have a PR machine that carefully directs soulless suits to tell us what they think we want to hear. If you really want a recent example, just take a look at Konami handling any interviews this year and making it clear to everyone that no one had the permission to ask about Hideo Kojima.

The entire industry is making people tired of hearing about games, instead of making us excited for them, which is a tragic circumstance for all gamers. Hearing PR talking when it comes to games isn’t what we want to hear, we want to hear developers tell the truth and deliver great games.