Game Marketing
Ongoing coverage on Game Marketing.
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Phantom Blade Zero Director on Launching Close to GTA 6: “We Don’t Think About Any of This”
S-GAME director Qiwei Liang stated that the team is not concerned about Phantom Blade Zero launching close to Grand Theft Auto 6, focusing instead on product quality and bug fixes. The developer is prioritizing polishing the game and optimizing it to avoid a large day-one patch, with plans to release it on PC and PlayStation 5 in late October. The team is also aiming to bring the game to the Steam Deck.
Sony angry at Xbox for cutting Halo trailer from State of Play says insider
An insider report suggests Sony is angered by Microsoft's decision to pull a Halo trailer from a recent State of Play, indicating a potential shift back to Xbox exclusives. This move, affecting games like Gears Of War: E-Day and potentially Forza Horizon 6, has reportedly strained the relationship between the two companies and surprised many within Xbox.
Elder Scrolls 6 Was Announced 8 Years Ago Today, Here’s Why It Didn’t Show Up At Xbox Showcase
The Elder Scrolls 6, first announced eight years ago, was not featured in the recent Xbox Games Showcase. Xbox chief content officer Matt Booty explained that the team is waiting for the right moment to reveal more, stating the game looks amazing and is progressing well. Game director Todd Howard reflected on the early announcement, questioning if it was the best strategy.
Mario Is Missing! Why Does Mario’s 40th Birthday Feel So [Fart Sound]
Despite Mario's 40th birthday, Nintendo's recognition of the milestone has been underwhelming, consisting of a movie, a remaster of Super Mario Galaxy 1+2, and minor updates to existing games. This contrasts with the more significant celebration planned for The Legend of Zelda's 40th anniversary. The article expresses disappointment in the lack of a major new Mario game announcement, suggesting the iconic character deserves a more substantial tribute.
Gears Of War: E-Day PS5 promo refutes Microsoft's claims about Xbox exclusivity
An official Xbox podcast trailer for Gears Of War: E-Day briefly showed PlayStation 5 and Steam logos, contradicting Microsoft's claims of it being an Xbox exclusive. Despite Xbox's vice president of games marketing Aaron Greenberg denying a last-minute pivot, the inclusion of the PS5 logo suggests it was initially planned for the platform. This incident adds to confusion surrounding Microsoft's evolving exclusivity strategy for its first-party titles.
September becomes a pile-up as publishers swerve to avoid GTA 6 | Opinion
The upcoming release of Grand Theft Auto 6 in November 2026 has caused a significant reshuffling of other major game launch dates, with many publishers opting for a crowded September release window to avoid direct competition. This clustering of high-profile titles like Marvel's Wolverine, Control Resonant, Silent Hill: Townfall, and Onimusha: Way of the Sword creates a commercial 'bloodbath' for consumers and publishers alike, as games are expensive and time-consuming, leading most players to purchase and focus on one title at a time.
Grand Theft Auto 6 looms like a black hole in the release schedule, but is pushing everything into September the way to deal with it?
The impending release of Grand Theft Auto 6 is causing significant shifts in the gaming release schedule, with many publishers pushing their titles to avoid direct competition. This clustering of releases in September and October, due to developers avoiding November, may lead to increased competition among games not directly facing Rockstar's title. Despite a marketing deal with PlayStation, Grand Theft Auto 6 was notably absent from Sony's recent showcase.
Japan Becomes #1 Wishlist Country for 'Everything is Gun!', Followed by the United States, as Developers Share Emotional Full-Circle Story
Indie studio Incineration Productions announced that Japan has become the top country for Steam wishlists for their upcoming game, Everything is Gun!, surpassing the United States. The developers shared an emotional story about their first player being from Japan in 2020, highlighting a deep connection to the Japanese gaming community. The game is described as a brutal, high-stakes reality show where players are dropped into a prison planet and must survive by mastering movement and combat, with features like Isaac-style synergies, uncapped momentum, and asynchronous multiplayer revenge.
XBOX is “Talking” About How to Handle Showing Competing Platform Logos – CEO
Xbox CEO Asha Sharma acknowledged fan feedback regarding the display of competing platform logos in Xbox showcases, stating the company is discussing adjustments for future events. This follows comments from Xbox Chief Content Officer Matt Booty about including all platform logos. The debate touches on Microsoft's strategy shift towards multi-platform releases for franchises like Halo and Forza, versus fan desire for more Xbox hardware exclusives.
Xbox Walks Back Multiplatform Ad Strategy in Response to Fan Feedback
Xbox has reversed its strategy of highlighting multiplatform games with competitor logos following fan feedback. New Xbox boss Asha Sharma acknowledged the decision was a "miss" and that adjustments will be made for future Xbox shows. This shift raises questions about how future presentations will handle games also releasing on PlayStation and Nintendo platforms.
Saturday Consolidation
Xbox CEO Phil Spencer has stated that the decision to use the PlayStation 5 logo was a 'miss' and indicated that the company will re-evaluate its policies regarding its own Games Showcase. This comes as the company considers its branding and presentation strategies in relation to competitors.
Xbox will keep showing PlayStation logos at showcases for now
Xbox will continue to display PlayStation and Nintendo Switch logos during its upcoming Xbox Games Showcase to promote transparency about game availability. This approach, championed by figures like Matt Booty and Phil Spencer, aims to clarify which platforms games will launch on. While some fans perceive this as a sign of surrender, Xbox acknowledges the mixed reception and is considering adjustments for future events.
“CHAOS Fest” to highlight the weird and crazy indie games of 2026
The new games expo "CHAOS Fest" will be held from May 25-30, 2026, organized by indie developer Look Mister to promote "weird and wild" games. The event will feature titles like Worming From Home, GodsTV, and DeGen Rivals, with a social media showcase and a Twitch marathon including developer interviews and giveaways.
The lost art of video game announcements – or come back E3, all is forgiven
The article discusses the decline in excitement surrounding video game announcements, attributing it to publishers opting for less engaging methods like blog posts and tweets over traditional, drawn-out reveal campaigns. This shift, driven by perceived cost-saving and a desire to avoid player fatigue, has led to a loss of anticipation and an increase in leaks, diminishing the impact of official reveals.
Talking Point: Sony, Don't Re-Reveal Fairgames at the Next State of Play
This article advises Sony against reintroducing the live service game Fairgames at its upcoming State of Play livestream, suggesting it would be poorly received by the enthusiast audience. The author argues that the PlayStation fanbase is currently resistant to live service titles, citing negative reactions to Horizon Hunters Gathering and Highguard. Instead, Sony should consider a separate, less prominent reveal for Fairgames to give it a better chance of success, focusing on more anticipated single-player titles during the State of Play.
FIRSTLOOK UNVEILS AGENT FOR GAME MARKETING
FirstLook has launched 'FirstLook Agent,' an AI-powered marketing system designed for the gaming industry. This new tool allows game studios to analyze player feedback, identify trends, and deploy targeted marketing campaigns in real-time using natural language prompts. Several leading companies, including Team17 and Remedy Entertainment, are already using FirstLook's platform.
Open-world action RPG Outward 2 sets summer early access release with a "potato specs" gameplay trailer starring a talking tuber
The open-world action RPG Outward 2 is set to launch in early access on July 7th for PC via Steam, Epic Games Store, and GOG. Developer Nine Dots Studio, now self-publishing, released a humorous "potato specs" trailer showcasing the game's ability to run on older hardware, alongside its full system requirements.
Sure, a new GTA 6 trailer would be nice, but it doesn't have a hope of matching the cultural significance of GTA 4's second reveal
While a new Grand Theft Auto 6 trailer is anticipated, it is unlikely to match the cultural impact of Grand Theft Auto 4's second trailer. The article highlights how the GTA 4 trailer's reveal of the 'Rickroll' meme had a lasting internet significance that transcends typical game marketing.
GTA 6 hype hits all-time high as fans find more evidence pre-orders start today, but some have been burned too many times to believe it: "Better to be safe than sorry with Rockstar"
Fans are speculating that Grand Theft Auto 6 pre-orders may begin soon, fueled by alleged listings appearing on retailer websites like Best Buy and Walmart, as well as international sites. Despite excitement, many players remain cautious due to past experiences with Rockstar Games' marketing tactics. The article also touches on rumors of a potential third trailer release.
GTA 6 Will Have a Review Event to Avoid Leaks – Rumor
A rumor suggests Rockstar Games plans to prevent leaks for Grand Theft Auto 6 by hosting an exclusive review event for journalists instead of sending out review copies. This practice, while not new, could be implemented due to a major leak in December 2023 and alleged security breaches. Grand Theft Auto 6 is set to release on November 19th for Xbox Series X/S and PlayStation 5.
