I usually try to think of a clever title, a play on words or an allusion to a piece of work I like but all I can think of today is “hype”. As you know I’m a fan of my sports titles and whilst everyone else works to a calendar that culminates in the Autumn deluge of AAA games I work to a slightly different calendar that has its peak in late Summer with the release of the big name EA Sports titles.
This means that whilst “normal” games have their public relations drive for up to a year before they launch, the nature of sports games means that we only hear concrete details in the summer with around a month between the first play tests and release. Having dabbled in games journalism for a few years now I’ve grown to love this style of release, with the refreshing lack of incessant hype surrounding the titles making for a pleasant change in today’s market. It’s particularly notable given how important the sales of these games are to the industry – Madden and Fifa routinely smash sales records suggesting that hype perhaps isn’t everything when selling a game.
Why then do we have EA releasing the first screenshot of Madden 2010 and asking people to spot the improvements?
Why do this to us? Why start to try and hype a game that could not possibly attract more fans than it already has? Last year you just released a lovely fact sheet of improvements, now we’ve to play Where’s Wally with gameplay innovations for the sake of whipping up discussion about a game that comes every year and sells millions regardless of its quality. I can feel my little island of hype isolation being invaded, I can see teaser trailers for Fifa 2011 and a viral ad campaign for NBA 2015 on the horizon and it makes me so utterly sad. We live in an age where every game is expected to have this extra layer of hype and expectation even where it shouldn’t be placed.
Wait a minute… is that new defensive blocking?
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