Fallout 4 and Game Marketing

‘Hype’ or ‘The Excitement of a something’ is a key factor in game sales and with Fallout 4 we can see that their hype train has sort of derailed but instead of all the other hype trains in its path, it developed a hyper-drive and reached max speed. The game is set to be a record smasher with the amount of excitement building up to its release date in Nov 10. I mean, it has been seven long years since a much-needed update to the franchise. But how has Fallout 4 got to be this desiring treasure that gamers crave?

If we go fishing for information for Fallout 4 at the moment we just get hit by pre-orders promotions or speculations about certain components. It’s clear that the gamers are curious about the details of the game, like “What food items will there be?” and “How will crafting work?” yet the majority of people weren’t instantly interested in the nitty-gritty and to see why we need to start before the game was even announced.

In Dec 2013, Kotaku reported on a Leaked Document reveal that proved to some fans that Fallout 4 was real. In this, the document included a script of the player meeting a commonwealth minuteman called ‘Preston Garvey’ which included dialogue of the player choosing the ‘be a dick’ option with him saying something like ‘I’ll expect heavy payment’ and the kind of writing that we expect from Bethesda and looked pretty genuine. Though, the vast majority thought it was fake, especially after the ‘Survivor 2299’ fiasco which made people very untrustworthy of any information about it, this started the engines of the hype train.

Now there are lots of new leaks or developments in rumor over time but the next main event was the announcement of Bethesda having a conference at E3 in August which made people think that Fallout 4 was almost confirmed since Bethesda’s last conference was when Fallout 3 was announced. This started the conspiracy theories of what to expect and the rumors to circulate about the setting of the game, which was a big part in hyping up this game.

What Bethesda had to nail was the marketing of the game and or how to deliver it to its audience, and of course, they did it pretty good. The amount of details announced at E3 was a simple trailer montaging key events and characters we will (hopefully) see in game as well as announcing it will be in Boston. This was a rumor that had been around since the leaked script and gave them inspiration to think more. Its good that they only announced core information because later on we will see that rumors help.

Along with the Fallout 4 came Fallout Shelter announcement, a new free to play vault-tycoon

Now for Marketing they instantly got posters all over Game retailers and riding on the hype train managed to get out a good profile of the Special edition Pipboy as well as the release date which was relatively close t making it easier for the next phase.

This phase (and the current one) will by far the hardest, maintaining the hype till the release date. Many games fall at this hurdle but Bethesda has used the strategy of seeping out information of the game every now and then to keep the audience on their tippy toes and keeping the rumors spreading.

They realized that even if its false information that’s in the gamer’s head, its still Fallout 4 and they are still making the gamer think and share their opinion on Fallout 4. As the famous saying goes, Even bad publicity is good publicity.

So with this structure any solid game could accomplish a some sales if they can maintain these variables. Hopefully, we can see it more so more games will actually try to be good.

But meh, give me a Mr.Handy and I will give it a 10/10 anyways,

– Sam Burdis

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Fallout 4 and Game Marketing

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