All aboard the Hypetrain

Games media 101: Be a fan by all means, just not a fucking fanboy. Check your erections at the door and do your job objectivly. - Marcus Beer ''The annoyed gamer''

I think this sums my thoughts on hype up perfectly. The whole games industry is build on hype nowadays. It's a downward spiral which only can end in another crash, because one day the industry won't be able to sustain its own weight anymore.

Now to make things clear. I'm not against someone getting excited for the newest Halo/Uncharted/Zelda, but I'm against this blind hype that dominates the industry nowadays. Please get excited for new games that interest you, but don't get blinded.

But Hype is now an integral part of the game industry. New game get's announced ---> Hype gets built---> game releases and (most of the time) ---> doesn't meet expectations.

It would be so simple to solve this problem by telling your customers the truth, but I can also understand the publishers. I know this sounds controversial at first glance, but I can understand the publishers desire to build Hype in such a front loaded industry. If it wouldn't be for the fact that they themselves created this industry. They laid out the railroads for the Hypetrain, but forgot the brakes.

So now let's talk about Hype, why it's bad and what it means for the industry.

The tricky part about hype is that his toxic effects aren't immediately visible. Aliens: Colonial Marines sold over one million copies. Even through all the backlash it received immediately. And this is an extreme example. Destiny and Watch Dogs sold much more, but I'm not so sure if this will apply to their sequels. Normally you'd expect a new ip to grow from one installment to the next, but when your first game was overhyped and therefore disappointed many gamers, I'm not sure if that is possible.

But the question is. Can todays game industry survive without hype?

The industry today is extremely front loaded with an immense decline in values. Most retail games don't sell for their full retail price for even a month. After that the steam sales start to hit. We, the customers, aren't wiling anymore to pay the full price for games. Even for those who offer more than a five hour long campaign.

So the only way the publishers knew to respond was by creating overhyped games. Because if you hyper your audience enough the won't be able to wait a month. They need to have the game right now. Hype is a safety net for the publisher. Big Hype generates high pre-orders. And Pre-orders mean guaranteed sales on day one.

Hype, pre-oders, review embargos... They all revolve around the mythical day one sales. If you can't break even on day one, you fail. Coupled with unrealistic expectations (Tomb Raider was considered a flop with 3.4 Million sold copies) this can only lead to another crash. One day one of this hyped games will ''flop'' (even if it's only by the definition of the publishers) and what then? The only answer the publishers currently know is to make everything even bigger. And I'm pretty sure that I will live to see the day when everything collapses under its own weight.

The other offenders in this whole hype building are the customers. We are also responsible. Hype and fanboys go hand in hand. And both destroy games. For others and themselves. Because a fanboy will defend his game till the bitter end. He won't allow any rationale discussion, but only his opinion. Even worse than that are the disappointed fanboys. They turn their former excitement for a game into pure hatred. Because the game didn't live up to their expectations it is utter garbage.

Both versions are pretty toxic and not fit for any discussion. And they're both created through hype. In an age where we get buried under thousands of free to play games, 0.99 cent apps on our phones and steam sales, games have lost their value. Games turned into another product to passively consume. We need to start consume games actively again. Don't buy into the publishers lies. Be critical, but by all means get excited. Love your hobby. A healthy industry can only thrive long term with critical customers.

Hype makes everyone blind and we, the customers, need to break through this circle. Because the publishers won't do anything till it's to late.

So don't believe the hype.

Does anyone even remember which game this slogan was used for?

And as always

Thanks for reading