What Does Hype Do To A Game?
The Internet has allowed hype and expectations to have lives of their own. Big new projects can build under an increasingly oppressive blanket of hype for years, and although hotly anticipated projects typically turn out well in this industry, there have been disappointments. It's one thing to get your name out there and promote the title of the game. But right now, it almost feels as if astronomical hype can only act as a crutch.
I recently wrote that Gran Turismo 5 had better secure the title of "best simulator ever"; otherwise, it will be considered a failure. The constant updates, each of which only serve to ratchet up the hype even higher (see this example), are only amping up the anticipation level to almost unheard-of heights. And what about Killzone 3? Throughout the rest of the year, the hype will just get bigger and bigger...but what's interesting is that it may not reach the level of hype surrounding its predecessor so perhaps KZ3 is actually better off. The problem is that gamers are online a lot; they're digesting all sorts of information in record time. There's more of it and it's more readily accessible than ever before; there are trade show videos (who even needs to go to E3 anymore?), hundreds of sites with news and media, etc, etc, etc.
Hence, the hype level can rise very, very quickly. And with each new detail ingested comes another small expectation. I'm almost starting to think that those who don't frequent gaming websites are better off; they know what they like, they do a little research in terms of review scores when the game comes out, and that's it. It's almost as if publishers are shooting themselves in the foot by releasing so much info so early; the hardcore gamers will spend a very long time talking about it, and the result is...well, we know all about the result. We've seen it explode on message boards and in forums all over the 'Net. It's very easy to play a game, compare it to the mass of info gathered before and go, "damn, they said this and it's not really true..." Lastly, it seems that gamers would much rather bash on a game than promote it these days (rampant hostility from being cooped up inside too much, possibly).
Perhaps, as with anything else in life, moderation is the key. We would suggest not inundating yourself with everything GT5 or KZ3-related for the next few months, and maybe then you'll be happier. Maybe you won't be so tense. Maybe when the game(s) finally come out, you'll enjoy 'em more. Just a thought.
Tags: hype, expectations, new games
7/13/2010 9:24:52 PM Ben Dutka
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Comments (52 posts)
StangMan80
Tuesday, July 13, 2010 @ 11:16:48 PM
MartyRules
Wednesday, July 14, 2010 @ 3:55:19 AM
Jawknee
Wednesday, July 14, 2010 @ 1:44:30 PM
Highlander
Tuesday, July 13, 2010 @ 9:49:03 PM
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Overhype kind of artificially sets a high bar for the game and if the game doesn't hit the bar, some people call it a failure, no matter how good or successful it actually is.
CharlesD
Tuesday, July 13, 2010 @ 10:16:36 PM
Highlander
Tuesday, July 13, 2010 @ 10:38:17 PM
Lawless SXE
Wednesday, July 14, 2010 @ 1:42:49 AM
Peace.
NightHawk17
Tuesday, July 13, 2010 @ 9:49:29 PM
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RadioHeader
Wednesday, July 14, 2010 @ 2:43:09 AM
Alienange
Tuesday, July 13, 2010 @ 9:52:30 PM
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As for hype, well yeah, you get a bunch of gamers together in real life or on the net and you'll get some mouths foaming over certain games for sure. It's ok. If we'r let down by the game, we'll just start focusing on part 2 (or 3).
WorldEndsWithMe
Tuesday, July 13, 2010 @ 10:04:17 PM
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Honestly, hype is pretty damaging. Especially where a sequel is concerned that doesn't improve over the last. Which is why I'm not going to get excited about FFVersusXIII or inFamous 2 until four seconds before they release.
Shams
Wednesday, July 14, 2010 @ 1:34:09 AM
That is not to say that no non-Sony title can come close. Dead Space was an awesome sleeper hit. GTA4, though coming from a well established IP, was a sleeper hit to me, because I hadn't even played a single entry of the series before it. However, more often than not, my sleeper-hits tend to be Sony exclusives, and my library is evidence of that to me. Is it favoritism? Indubitably. However, it is favoritism that has been positively reinforced every time, and every purchase, every hour of gameplay, and not just by hype, or what everyone else on the block has to say, or is playing.
WorldEndsWithMe
Wednesday, July 14, 2010 @ 4:13:29 PM
hellish_devil
Tuesday, July 13, 2010 @ 10:26:25 PM
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Mostly because I REALLY hate being hyped about a game. I start feeling anxious and everything, and that's not good for me nor my health.
Besides, I usually buy games when they are cheap, even if they are AAA Sony exclusives, so I usually get the first part when you guys are playing the second part. And that's great, because I read the articles about new games, I say "Oh, what a cool feature" and then I realize that I'll get that game maybe when the price drops enough for me to buy it, and that can take months, so I say "well, awesome game, but I'll get into that later" And when I get into that game, other newer games are on the focus, so then I can really enjoy the game I bought, without getting hyped about the new games. As an example I'm planning on buying Motorstorm: PR, Blazblue CT and ACII
Last edited by hellish_devil on 7/13/2010 10:38:37 PM
WolfCrimson
Wednesday, July 14, 2010 @ 1:23:44 AM
BikerSaint
Wednesday, July 14, 2010 @ 5:48:46 PM
I'm in the same boat, hype means nothing to me because I'm a collector & since I need every game made, I can't afford it,.
So I usually buy the game 6 months to a year later when it's around a $20 price point used(or higher if it's a Buy2-Get1free deal).
But I do believe over-hype can kill a game and quick, just I think because we tend to over-imagine everything, setting it up in our minds(vivid, wild imaginations anyone?) to be the greatest thing since sliced bread.
So even though it "IS" great, we over-thought it so much that it's now a let-down once we've played it.
As for me, I try not to pay attention to the game hype, and just a little hype against one, so if I do get disappointed, it's by the game itself & not just from a mindful of things that were said.
Hell, I just played Haze & enjoyed it, despite some of it's weird glitches, like an grenade exploding close by & then the whole game's background completely disappeared on me, LOL)
*EDIT* After just seeing all the comments below against Haze, now I'm really glad I didn't hear or pay attention for all the hype for it. Anyway, as cheap as it was, it was certainly worth the $10 price.
Last edited by BikerSaint on 7/14/2010 5:59:57 PM
NoSmokingBandit
Tuesday, July 13, 2010 @ 10:28:53 PM
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But hype can be a good thing. Uncharted 2 was hyped up and it surpassed all of my expectations. Naughty Dog has all of my respect and they deserve every accolade they received for making a game that exceeds such lofty expectations.
hellish_devil
Tuesday, July 13, 2010 @ 10:50:13 PM
Being hyped by playstation fans means expect a really high quality game that delivers a truly memorable experience, a.k.a a masterpiece.
Being hyped by microsoft fans means expect another shooter that allows you to blow stuff mindlessly and to be able to curse till your eyes bleed while killing your friends in a reunion of brainless people called xbox live
Last edited by hellish_devil on 7/13/2010 10:51:02 PM
NoSmokingBandit
Wednesday, July 14, 2010 @ 7:29:48 AM
Highlander
Wednesday, July 14, 2010 @ 9:17:32 AM
A developer needs to control the footage and information they leak. Of course with Uncharted 2 there were so many different game play styles and locations that revealing any one of them in detail had no negative impact on the others.
A straight up shooter like Halo 3 has one primary mode of play, and once that is revealed, it's pretty much all over.
I think the trick is to preserve 90% of your game unseen until release, and tease the rest so that expectations are high, but based on a tiny minority of your game. - Precisely as Naughty Dog did. To a lesser extent, this happened with KZ2, more was teased, but the technical achievement in that game was so great that it didn't matter.
StangMan80
Tuesday, July 13, 2010 @ 11:19:48 PM
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hellish_devil
Tuesday, July 13, 2010 @ 11:23:25 PM
bigrailer19
Wednesday, July 14, 2010 @ 12:22:55 AM
StangMan80
Wednesday, July 14, 2010 @ 12:44:51 AM
kraygen
Wednesday, July 14, 2010 @ 3:27:08 AM
Qubex
Wednesday, July 14, 2010 @ 12:18:19 AM
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Q!
"play.experience.enjoy"
*Currently in Taipei, Taiwan
bigrailer19
Wednesday, July 14, 2010 @ 12:20:10 AM
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I tend to think that people don't understand the technology or the whole big picture behind developing a game, like money, a good team, etc. I think people take for granted what developers are doing, by giving into hype! I think its rediculous to want so much more from a developer every time a game releases.
GG, ND, Sucker Punch, Insomniac, etc, etc, are all good at delivering to the next level. Most devs. can create a great experience though without always having to reach that level. Thats where I get disgusted with the simple minded and spoiled people who think every game should be better than the next. I get really upset when people give into hype so much that a game like KZ2 doesn't live up to its hype in their eyes. News flash it did and more!
maxpontiac
Wednesday, July 14, 2010 @ 11:27:59 AM
StangMan80
Wednesday, July 14, 2010 @ 12:47:01 AM
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RadioHeader
Wednesday, July 14, 2010 @ 1:08:27 PM
bigrailer19
Thursday, July 15, 2010 @ 12:31:38 AM
Lawless SXE
Wednesday, July 14, 2010 @ 1:52:05 AM
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Hype is tied into the flow of information. It sort of reminds me of how a (flock?) of locusts marches, and as they march, they release seratonin, this affects them by exciting them, causing the release of more of the chemical until eventually they are overcome by it and start eating each other. Queer analogy I know, but as more information (factual or not) becomes public about any given game, we interpret that in whatever way we choose and it interests, intrigues and excites us. It pushes our desire to play this game up higher until eventually we could not want it anymore and we create unrealistic expectations. Thus when the game is released, we are inevitably disappointed when it fails to live up the lofty beliefs we have of it.
Hype is inevitable, but it is very damaging. Factual information is not fun.
Peace.
___________
Wednesday, July 14, 2010 @ 3:22:48 AM
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there was so much hype behind GTAIV a year before release it was ridiculous!
than that was only made worse when the reviews started coming out and everyone was giving it 10s.
i had a test on release day, a final one of the most important tests ive ever had in my life!
so i skipped it, just so i could be at the store early to pick up GTAIV since none of my local stores had a midnight launch :(
got home, played it for like 30 minutes and than felt like someone kicked me in the stomach!
never, in my life have i been so disappointed!!!!!
not even going to the F1 and seeing kiss live, to than have the trip canceled 2 days before hand disappointed me as much as GTAIV!
same thing goes for KZ2, i was so excited for it, the media was hyping it up as the second coming!
2 weeks before release, you could not hop on the net without seeing at least 10 articles on KZ2 not counting reviews!
hype has killed allot of games for me this gen, i mean another prime example would be GOW3.
im a huge GOW freak, ive got GOW posters littered all over my room!
ive even got a painting of kratos kneeling before ares when he was begging for help, a family friend painted it for me.
GOW3 was such a disappointment, they focused so much on the graphics, tech and gore they forgot what made GOW so great.
the gameplay and puzzles!
heras garden, is still IMO the best part of GOW3 why could they not have more large open puzzles like that?
GOW1 and 2 were riddled with them!!!!!!
also what happened to the brutality GOW is famous for?
where are the famous spikes of hades, or the trap door room?
GOW games were so unique because you felt like you accomplished something once you finished them!
than theres the story, its muddled up and has more holes than Swiss cheese!!!!!!!!!
is it a coincidence that my favorite games this gen, infamous, assassins creed, batman AA, singularity, NFSS, are the most un hyped games?
i was not at all excited for infamous, it looked boring and repetitive to me, but i got it on a limb on release date and here i am now calling it my favorite game of this gen!
o, how could i forget R&C im sorry ted, can you forgive me?
R&C TOD and ACIT had almost no hype what so ever, yes they are kids games but they are the most fun you will ever have playing a game!
just the humor is better than anything i have ever seen!
this ship has ejector seats you know?
lucky cryro sleep does not work on robots...................... SLAM!
JPBooch
Wednesday, July 14, 2010 @ 9:22:16 AM
I still have a hard time figuring you out. Most of your comments seem tainted with xbox fanboyism or just state things that make me scratch my head to why you whould say it.
I'm sorry you missed your test for GTAIV, the game really wasn't worth it. Maybe now I know the reason to some of your most jaded comments.
Highlander
Wednesday, July 14, 2010 @ 9:32:51 AM
What's interesting to me is whether games like R&C would have had better or worse long term sales if they had been hyped to death?
I don't think that KZ2 failed to live up to the hype. I don't play the GTA games at all, so I have no insight into whether GTA4 met the hype. Personally looking at it from the outside, I don't think it did.
Jawknee
Wednesday, July 14, 2010 @ 11:38:27 AM
Keep your comments relevant to the topic Cowherd. This is a place for us to discuss the article at hand, not a place for you to rant and rave about every game you hate and love. We don't need a mini review of every game you hate every time you post. Knock it off.
Last edited by Jawknee on 7/14/2010 11:40:58 AM
___________
Thursday, July 15, 2010 @ 8:04:57 AM
especially with new IPs, hype can not hurt a games sales it can only improve them.
only thing hype can hurt is peoples opinion on a game.
so if R&C was hyped to kingdom come, i really doubt it would of sold worse, if anything it would of sold better!
BUT i doubt it will sell that much better because allot of people see it as a kids game thats why they dont want to buy it.
me, i think R&C is the best thing since sliced bread!
im really sad to see insomniac put the series to bed for a while, but as the saying goes all good things must come to a end.
The Stig
Wednesday, July 14, 2010 @ 7:57:54 AM
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So hype isnt really a good indication of how good a game will be.
I try not to get sucked into the hype surrounding games, movies etc. as most of the time you will just end up disappointed.
JackC8
Wednesday, July 14, 2010 @ 8:01:49 AM
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That's probably why I tend to enjoy "good" games rather than the AAA stuff. I go in with no expectations and I'm pleasantly surprised.
Highlander
Wednesday, July 14, 2010 @ 9:23:49 AM
I think that another factor in the speed at which game sales burn out is used game sales. The used game business for GameStop (and others) has become far, far larger in recent years. No matter what argument people try to make, used game sales are bigger than ever and every used copy sold is potentially a new game purchase lose. It takes 2-4 weeks for large numbers of copies of a good game to enter used circulation, new game sales tend to drop drastically after about a month. Sometimes when you put two and two together you do get 4.
So games have to sell very quickly or not at all. As a result publishers hype games mercilessly. They need to drive pre-orders and day one sales because the sooner they capture your purchase the better. if you don't buy the game in the first 2-4 weeks your are far less likely to purchase it new, and they know that.
So really, the industry has to think short term. A project that takes perhaps 3 years to make has to make back it's investment in 3 weeks, or not at all.
Last edited by Highlander on 7/14/2010 9:24:38 AM
JPBooch
Wednesday, July 14, 2010 @ 9:34:38 AM
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As far as me liking a game, the over-hype bug does spoil the experience a bit for me. For all the hype that UC2 got, it kind of ruined it for me a bit. It was a great game, don't get me wrong, I just thought it should have been orgasmic with all the praise heaped on it.
There have been few games that have given me a euphoric feeling in my lifetime. The biggest was Jedi Knight II for the PC. Going to the secret base on Yavin IV and meeting up with Luke was EPIC. I couldn't stop smiling on how cool it was.
This generation? the last euphoric moment I had was in MAG. Rushing C while para trooping Valor in a game of sabotage and hearing the gunfire, explosions, and team chat had me feeling like I was in a real war. That was cool.
The hype machine anticipates those feelings and you are let down when you don't experience them. Unfortunately, they are so rare that it is impossible for a game to guarantee it.
LittleBigMidget
Wednesday, July 14, 2010 @ 10:45:56 AM
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Jawknee
Wednesday, July 14, 2010 @ 12:43:20 PM
DeathOfChaos
Wednesday, July 14, 2010 @ 10:48:04 AM
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Jawknee
Wednesday, July 14, 2010 @ 12:44:37 PM

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MartyRules
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Tuesday, July 13, 2010 @ 9:46:26 PM