Like in any other industry, advertisements can be a make and break for a game. It could mean success -- a good establishment of hype -- or failure whenever the objective being promised is not met. And sure enough, whenever an item leans towards being a product of artistry more than a technical one, it's definitely a hard one to chew.
In a video published by Super Bunnyhop (see below), it showcases the unique dilemmas delivered by "bullshot" strategies as well as other video game advertisement shenanigans. The latter, in particular, is where Hello Games' No Man's Sky became an epitome following the investigation of UK's advertising watchdog ASA (Advertising Standards Authority).
In the footage, it points the one fact that these game advertisements is all about "reasonable consumer." Because really, all of these marketing strategies we receive -- be it on games or not -- is, as the term used in the video, "bullshot." For instance, do you really think that Coors beer is crafted from the melted snow of Rocky Mountain because it's really that cold? Bullshot, yes.
This only means that developers, in one way or another, must not abuse this level of reasonable consumer trust. That if whatever is perceived should be there. Sure, one can say that you shouldn't take Coors' marketing strategy literally; however, if you try to cultivate the consumers' mind into thinking that this is your product, then it's a completely different story to tell.
This is exactly what happened to No Man's Sky. It holds true that the game has all the potentials, and that it's a uniquely different title from any other in the industry. But what made it a failure is the fact that the developers gave the community visuals that mostly didn't exist in the game.
Too bad for Hello Games, the No Man's Sky community was expecting a lot from the game. Had the hype didn't snowball into that size, then probably, it won't appear as bad as what it is now. Because at the end of the day, it's the consumer who has the final say.
But still, No Man's Sky is a product worth existing for the months or years to come. While it holds true that the studio will have a hard time climbing the stairs, they're left with no choice but to support their flagship franchise. After all, they still have a player pool to serve. Whether or not its future is in a brink of extinction, it must continue to exist.
What are your thoughts on how game advertisements are being delivered today? How about the controversial issue that No Man's Sky encountered? Any opinions or suggestions you'd like to point out? Use the comment section below!