this post was submitted on 01 Apr 2025
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You could cry couldnt you, what a colossal waste of money. Just make a good game, spend the cash there, word will get around.
Really good games flopped before because they weren't marketed well. Marketing is budgeted for productions of any size, and influencer marketing in general is very effective for something like videogames. Larger amounts were spent on TV ads, or printing campaigns.
I agree! I mean why would coke still produce ads if they weren't working. Everyone knows about coke, but they still have ads everywhere
Such as…?
I guess modern examples are Psychonauts or Prey (2017). Hundreds of games are released every week. There will be some gems, we'll just never know. Among Us was one of those games before it got successfull by pure chance.
I really don't think Ubisoft needs to advertise a new Assassins Creed game beyond a few ads here and there, and chatting with some journalists. Spending a ton of money to allow people to play it ahead of time on stream just dilutes the experience for anyone that intends on buying the game.
Seriously, the last thing I want is for the start of a new game to be spoiled for me by some streamer.
Then avoid the streamers? I'm sure the marketing experts employed by Ubi know what they're doing. I'm also done defending that crappy company.
Prey (2017)
The industry is full of dead studios that made good games. Marketing does work and is necessary, but I'm not sure much you can say this marketing campaign was successful given the heavy lifting Assassin's Creed as a brand was already doing.
Good games can still fail, great games can have the luxury of let people do the marketing for them.
Given the vitriol against Ubisoft (I'm not commenting on how justified it is), obviously they need to do something to counter it. The anti-woke crowd are an incredibly noisy minority.