Hype and Starfield
Hype.
Noun: Extravagant or intensive publicity or promotion.” His first album hit the stores amid a storm of hype”.
Verb: Promote or publicise (a product or idea) intensively, often exaggerating its benefits. “An industry quick to hype its products”,
Until recently I have gone out of my way to avoid any promotional material regarding Starfield, the forthcoming RPG from Bethesda Game Studios. However, as the September 6th release date is approaching, I finally decided to watch the following YouTube video in order to make a measured judgement about exactly what the game has to offer. Let it suffice to say that if you take the video at face value, then Starfield is potentially a revolutionary video game. However, upon mature reflection and sober consideration, I have chosen not to take the claims made in the video as gospel. As far as I’m concerned this is not regular marketing, as it goes beyond the scope of briefing potential buyers about the product. Instead I would define the videos as pure and unabashed hype, as specified in the two definitions at the start of this post. And hype is a very problematic phenomenon.
Marketing video games has always been dependent upon effectively generating and harnessing fan expectation. The game that doesn’t elicit any player excitement has a pretty steep hill to climb. However, most games can be marketed by a mixture of in-game footage and invoking the aspirational qualities the advertising company seeks to imbue it with. Sadly in recent years there has been an increasing propensity to over promise and under deliver. Bogus claims are made about the scope of a game, in respect of what it does and doesn’t include. Sometimes, bespoke demos are released that are of a different quality to the final product. Hence the past decade has seen a litany of underwhelming, incomplete and at times plain broken video games. Some haven’t even been released beyond alpha testing, despite languishing in development for years. Therefore it is not surprising that many gamers feel that Starfield will follow suit.
But the blame for the current culture of excessive marketing hype cannot be laid solely at the door of advertising agencies. Gamers themselves are also culpable in this symbiotic process. After numerous examples of games that promised the earth and delivered little and the resulting fallout, you would think that a canny customer base would be more sceptical and unwilling to buy into any new false narrative. Yet as The Amazing Randi found out, debunking a bogus claim does not necessarily result in a consumer epiphany. Despite the debacle of No Man’s Sky and Cyberpunk 2077, many gamers will temporarily cease to function as reasoning adults and will work themselves up into a frenzy of hysterical expectation, like a child on Christmas Eve. It is a staggeringly unedifying spectacle and incredibly self defeating.
When writing about such a subject and a cycle of events that is broadly acknowledged to be counterproductive to all concerned, it is customary to end on a positive note. Usually this takes the form of an expectation of change for the better. There is a hope that one day, all parties will learn from their experience and adjust their behaviour accordingly. However, I do not think we are at that point yet or that it is going to happen any time soon. There is a strong chance that Starfield is not going to live up to the hype. Bethesda Game Studios may well end up with egg on its face yet again, as it did with Fallout 76 and the infamous “canvas bag” debacle. If that is the case, it will be virtually impossible to feel any sympathy for those gamers who decry the potential lacklustre nature of the game, having embraced the hype. In such a situation the phrase “a plague upon both your houses” comes to mind. As does “rinse and repeat”.
