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Playing mind games
Anytime there's an upcoming game, we're going to get slick trailers and hot demos assaulting our eyeballs. Developers are ready to show us their moves. They know how excited we are, and want to give us all theyve gotreally, they do. Unfortunately, in the shiny world of advertising, sometimes communication breaks down and trailers end up being a liiiiiittle bit different from the finished product. And that does not happy fans make.
Manufacture emotion that isnt a part of the game
Appeal to emotion is one of the most effective marketing strategies ever, because it saves advertisers from having to offer anything specific to grab their customers attention. Just put footage of people hugging to some sad violins and bam, the product sells itself. Used to advertise everything from life insurance to lackluster summer movies, its no surprise that the gaming industry utilizes it to full effect. The downside is that unless the game has some genuine emotion at its core, this kind of trailer can be immediately misleading, getting players excited about an impactful story that the devs never intended to create.
Introduce a game thats not ready to be shown yet
We get it, really: in an industry as fast-paced as gaming, devs have to show off their wares well before theyve really decided what their game is going to be. That often means the story isnt completely fleshed out, the characters still need work, and the final product is going to evolve before it hits store shelves. Chances are these parts of the game wont get out of development unscathed, and sometimes changes are so dramatic that the characters become completely different people and storylines pull a hard U-turn. As a result, any fan who expects the people and places they saw in the trailer to appear untouched in the game is in for a world of disappointment.
Include features that are still in testing and might not make the final product
That point about how much things change for a game between demo and release? Goes double (triple, quadruple, quintup--) for anything related to gameplay. When demo-time rolls around, many devs are still hammering out exactly how the game will play, and are probably only as far as the testing stage. A lot can happen during that harrowing process, like finding out some aspects of the game confuse players too much, or certain components dont interact well, or that one really kick-ass move everyone loved completely breaks the game. All of these have the potential to see major changes or total removal, with fans feeling like the devs didnt deliver what they promised. Chill everyone--it was probably for the best.
Promise moments that dont actually happen
The primary purpose of game trailers is to generate hype, with true exhibition coming in second. You want guns the size of a small country? You got it! An epic battle between Characters X and Y? Sure thing! A hero saving the day from aliens and cult leaders and also Nazis? Theres not enough space in your think-box for this much heroism! Unfortunately the trailers sometimes skirt the line of whats actually in the game as a result, and fans throw up their hands in frustration when that stuff never appears at all. So unless you see that one cool part of the game in gameplay itself, then--wait, no, nevermind. See previous slide.
Make the main cast look excessively badass
Theres a reason many advertisers focus on badassery when developing trailers: its a simple way to generate buzz that is virtually guaranteed to work. Show a clip of your protagonist flying through a window, kicking a guy in the face and saying a catchy slogan, and the studio will be swimming in pre-orders. Whether the character can or would actually do that is irrelevant, because damn does it look cool! Unfortunately this can lead to confusion and anger from fans when the character cant pull off half the things shown in the trailer. Even when shes just more nuanced than Generic Badass #497, some fans will find it irritating when they dont get exactly what it says on the tin.
Use different art styles for the trailer than whats in the game
Switching art styles from trailer to game is one of the more benign problems on this list, but some players take plenty of issue with it anyway. Due to the popularity of photo-realistic graphics and the fact that many developers outsource their advertising, a lot of game trailers end up featuring film-quality graphics that are designed by a totally different staff than those working on the game. As a result, the difference between the look of the trailer and the game can be dramatic, and even when both styles look fine the comparison to the trailers better quality can leave many fans feeling sour.
Apply willful misdirection
Most of the tactics listed here are unintentionally misleading, the result of fan expectations for games that are still subject to change. Then theres the Kojima theory of trailer-making: mess with fans as much as possible and fill their heads with lies. While intentional misdirection is uncommon, it does happen, and usually as a way of masking game elements that would otherwise spoil a big twist. It can also allow developers to try something new without their audience pre-emptively panning it, getting players to actually test that innovative mechanic or controlling this new character before deciding its RUINING THE SERIES FOREVER FML. Yeah, its a little annoying, but who doesnt like a nice surprise now and again?
Keep your eyes open
There we have it: the biggest deceptions you can expect to see at this years E3, so any changes that come along during the other 361 days of the year dont upset you nearly as much. Now you can experience all the excitement of before without the crushing disappointment, and isnt that so much better?
