On building false hype

I’m strongly against this new habit across game companies of announcing the announcement. Hype should be built on the merit of things, not on false expectations or projections. I say this not as a personal preference, but because I believe that hype built without a foundation is hype that will hurt in ALL cases, even the best ones.

Mythic will announce something next week. Dunno if it’s a free expansion, a patch or whatever, but these are the small expectations Mark Jacobs is building:

While our patch notes for the next version are certainly worth reading, I think the new content is pretty good as well. Now, whether players consider them totally over-the-top, mega brilliance or simply, kewl, interesting, next generation stuff will be interesting to see. There are other options of course, but I’ll stick with those for now.

Imho, things should be talked about in two cases. Before the fact, if devs want to participate in a discussion and and confront and integrate players feedback. After the fact, to discuss the merit of things.

But announcing and hyping the announce, without anything concrete and objective to say. Why? What for? It’s since release that MJ hypes patch notes, only to have real patch notes out deluding players and him ready to hype the next. This policy operates at a loss, every time it’s a little worse. You’re training customers to not trust you.

Especially when your customers have a critical eye for what you do and you keep going with blind self-praise. It creates a disconnection with the players that won’t bode well at all. There isn’t anything worse than self-praise in the face of your customers.

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