Marketing is, arguably, a bigger part of game development than actually making the game in the AAA industry. Games that are still gasping for air out of the pre-production stages are being given elaborate, exciting reveals – leaving us to wait years for a product that more often than not doesn’t live up to initially promised standards. Every now and then though, a studio gets it right. A studio like Bethesda.
Let’s face it, we all knew Fallout 4 was happening in some capacity. For years Bethesda has managed to keep it under wraps, finally revealing the post-apocalyptic RPG a week before E3 this year. I immediately predicted that the game was near completion – something confirmed by the November release date revealed at the trade show itself. Bethesda carefully considered when to reveal Fallout 4, and decided to only go for it when the game was essentially done.
That’s according to Marketing VP Pete Hines, who says that there’s virtually nothing else to add to the game. From now until launch, it’s all about squashing those nasty bugs.
“The game is basically done. It was by and large done before we announced it, in terms of the features going in. You’re not adding new features in May, June, July in the year you’re releasing; you’re trying to get everything fixed.”
That’s risky too – since leaving an announcement for so late essentially shortens the timeframe you have to get people interested. One could argue that the prestige that Fallout carries is enough to market the game alone, leaving little to no risk in keeping the game hidden for so long. That’s probably true, but the fact that Fallout 4 was able to perfectly showcase what the game would look like in just a few short months, it helped secure some customer confidence right out the gate.
Additionally, it’s given Bethesda a lot of breathing room, without the insistent calls for a release date bearing down on them month after month after reveal. Things like mod tools might still not make it for launch, but the additional time is giving the studio more than enough room to ensure a smooth launch.
“Our entire focus is on finishing the game,” Hines said. “Nobody cares about mods if the game sucks. This has always been our philosophy. We shift energy to construction tools, the creation kit, and all of that stuff once the game is done, and we start to figure out what all of that is going to look like.”
Honestly, it’s this type of philosophy that I wish bigger, more established studios employed – especially those without any reason to announce a game almost a three years before release. It’s not a “one size fits all” type of approach, but gaming marketing has truly spiralled out of control in recent years. Fallout 4 could be the catalyst to change that.
Last Updated: July 29, 2015
Captain JJ Fantasticus
July 29, 2015 at 15:02
CDPR also did well. They put it out there, kept people in the loop about it and they did what they were supposed to.
Unlike:
“Batman Arkham Knight is coming! It will be amazing!” = Broken on pc.
Thanks WB
Umar
July 29, 2015 at 15:05
SquareEnix needs to learn this lol They announce games that are at most 3-5 years away 😛
Hammersteyn
July 29, 2015 at 15:22
On previous gen consoles
Umar
July 29, 2015 at 15:51
They carry over to the next generation consoles lol *cough* FF XV and KH 3 *cough*
Hammersteyn
July 29, 2015 at 16:03
XD
Alien Emperor Trevor
July 29, 2015 at 15:14
This has been one of the most low-key launches of a game from a major franchise in ages, from a marketing POV. It’s quite nice. Allows them to show interesting stuff, and not mention revolutionary features like fish AI to make up some weekly quota. Also the less time between reveal & launch means less time for some numpty to say something dof about it & piss people off.
Captain JJ Fantasticus
July 29, 2015 at 15:20
Dat Fish AI yo
Pariah
July 29, 2015 at 15:20
It also means that issues such as “downgradegate” don’t exist at all.
Alien Emperor Trevor
July 29, 2015 at 15:21
Exactly.
And just how much counselling did Umar have to attend while staying strong?
Hammersteyn
July 29, 2015 at 15:22
XD
Captain JJ Fantasticus
July 29, 2015 at 15:22
He came here for free therapy
Pariah
July 29, 2015 at 15:22
And left needing more than ever.
Captain JJ Fantasticus
July 29, 2015 at 15:24
It’s like a line from the Batman vs Superman movie on Lagz.
“Do you cry? You will.”
Pariah
July 29, 2015 at 15:26
You think Lazy Gamer is your ally. But you merely adopted the crazy. We were born in it. Molded by it.
Captain JJ Fantasticus
July 29, 2015 at 15:29
It’s not who you are underneath, but how much you rant that defines you.
Hammersteyn
July 29, 2015 at 15:30
At least I’m trying to reach rock bottom and so’s your weights 😛
Pariah
July 29, 2015 at 15:31
If that’s what you’re going for – ask Dutch. He’s the expert on rock bottom. 😀
Dutch Matrix
July 29, 2015 at 15:32
Not what you said when I was rocking your bottom last night…
Alien Emperor Trevor
July 29, 2015 at 15:38
Can you bounce a R5 coin off his bottom? O_o
Pariah
July 29, 2015 at 15:38
I… I wouldn’t know. O_O
Dutch Matrix
July 29, 2015 at 15:41
LIES! LIES! ALL LIES! WE PLAYED BUTT-COINIES ALL NIGHT LAST SATURDAY!!!
Pariah
July 29, 2015 at 15:41
When last did you take your special pil.. Errr. “treats”?
Dutch Matrix
July 29, 2015 at 15:44
You said you’d love me special pills or not!
Pariah
July 29, 2015 at 15:47
I… I lied.
Dutch Matrix
July 29, 2015 at 15:52
https://uploads.disquscdn.com/images/58ce9868c4421cde3b1fcdf835060b0e5db9b36914097bae9e8133aea694751e.png
Lord Chaos
July 29, 2015 at 15:48
And I’ll post the proof on all of your favourite erm…. sites.
Just excuse the quality, was taken through a window after all
Pariah
July 29, 2015 at 15:49
I knew I saw a red light in the window… I mean… wait what? O_O
Captain JJ Fantasticus
July 29, 2015 at 15:32
Hey! Where’d that come from?
Oh wait, that’s a perfect example of Lazygamer’s comment section.
Hammersteyn
July 29, 2015 at 15:22
You don’t have to be insane to comment here but I love soap
Pariah
July 29, 2015 at 15:23
Soap tastes so nice with chilli
Alien Emperor Trevor
July 29, 2015 at 15:26
BUBBLES!
Pariah
July 29, 2015 at 15:26
Brings a new meaning to “Chilli poppers”. XD
Alien Emperor Trevor
July 29, 2015 at 15:27
tee hee
RinceThis
July 29, 2015 at 15:27
Well he took a great deal of blue pills?
Hammersteyn
July 29, 2015 at 15:22
Good point
RinceThis
July 29, 2015 at 15:27
Dammit. I… I… AGREE 🙁
Hammersteyn
July 29, 2015 at 15:28
No way…
*RUNS
Hammersteyn
July 29, 2015 at 15:28
*Fixed, I was in shock
Pariah
July 29, 2015 at 15:28
Was just about to asterisk you. 😛
Hammersteyn
July 29, 2015 at 15:29
He agrees?
*Looks up to the sky for asteroids.
Captain JJ Fantasticus
July 29, 2015 at 15:29
North wins again.
Alien Emperor Trevor
July 29, 2015 at 15:30
The sweet scent of victory and boerewors!
Captain JJ Fantasticus
July 29, 2015 at 15:31
XD
Alien Emperor Trevor
July 29, 2015 at 15:29
I’m always right.
RinceThis
July 29, 2015 at 15:33
Yes, which makes giving you directions a nightmare…
Alien Emperor Trevor
July 29, 2015 at 15:36
Unless I’m left to my own devices.
Pariah
July 29, 2015 at 15:37
Which do not include a GPS I assume?
RinceThis
July 29, 2015 at 15:37
exit left, please!
Deceased
July 30, 2015 at 11:23
I have no idea why, but I just fell in love with the word numpty
Imagine whispering that during sexy-time into your SO’s ear:
“… hey … after this, you’ll know who’s my numpty … ”
Or just a general word for being rude to someone:
“… JOU MA SE NUMPTY MAN!!! … “
Jonah Cash
July 29, 2015 at 15:15
It would help if they stop releasing the same game every year with just a new look, location and main character… But maybe that is just me. I would be more surprised not to see a new COD or AssCreed for two years!
Hammersteyn
July 29, 2015 at 15:23
But how then do they make money? 😛
Pariah
July 29, 2015 at 15:24
Well it’s better than having loads of micro transactions in game.
Wait…
Jonah Cash
July 29, 2015 at 16:32
They should go ask Rockstar North and Rockstar Games if they make money by releasing GTA every 5 years only 🙂 Hahahaha
Greylingad[CNFRMD]
July 29, 2015 at 15:15
A good product will always sell itself, the onloy thing they’ve done is do business the way it should be done, announce the product when it’s almost ready, iron out the kinks and then release, why have we gotten used to having a game announced and two to three years later having it released? It’s quite absurd, especially if you look at PC hardware changing constantly, on consoles it’s fine but sheesh two years is a loooooonng shot….
Hammersteyn
July 29, 2015 at 15:17
And AAA publishers should learn this…
http://img0.joyreactor.com/pics/post/Dorkly-comics-expectation-vs-reality-games-2295364.jpeg
Lord Chaos
July 29, 2015 at 15:24
Cannot wait.
Pariah
July 29, 2015 at 15:24
Well you’re going to have to. So. What now?
Lord Chaos
July 29, 2015 at 15:26
Busy with Fallout 3 again.
Hammersteyn
July 29, 2015 at 15:25
Yup, sold, day one. Don’t care if I’m part of the problem,
Pariah
July 29, 2015 at 15:25
Part?
Hammersteyn
July 29, 2015 at 15:26
Hey I don’t preorder every single COD out there.
Dutch Matrix
July 29, 2015 at 15:27
No. But you do purchase on release day.
Hammersteyn
July 29, 2015 at 15:28
Only the good stuff
Dutch Matrix
July 29, 2015 at 15:28
Like Call of Duty. Come on. Don’t deny it…
Hammersteyn
July 29, 2015 at 15:32
You cut me deep bro.
Captain JJ Fantasticus
July 29, 2015 at 15:33
No, that would be me.
Pariah
July 29, 2015 at 15:33
Was just thinking this, yeah. O_o
Dutch Matrix
July 29, 2015 at 15:33
Brow?
Hammersteyn
July 29, 2015 at 15:35
LOL fixed. It takes one second to read before posting but this is lazygamer.
Captain JJ Fantasticus
July 29, 2015 at 15:26
Same here.
Dutch Matrix
July 29, 2015 at 15:26
But will it have boobies?
Hammersteyn
July 29, 2015 at 15:27
Thanks to radiation some might have more than two?
Dutch Matrix
July 29, 2015 at 15:28
TOTAL RECALL! TOTAL RECALL!
Lord Chaos
July 29, 2015 at 15:34
Or none
Pariah
July 29, 2015 at 15:35
yeah but we call them males. You may have seen them before…
Lord Chaos
July 29, 2015 at 15:36
Nope, I live in a world with only beautiful women. 😛
Dutch Matrix
July 29, 2015 at 15:36
There are more women than your mom out there. Just saying…
Pariah
July 29, 2015 at 15:37
So you’re a suicide bomber for the Taliban?
Dutch Matrix
July 29, 2015 at 15:38
He was then. Thus dead. And talking to us from the beyond the grave.
Pariah
July 29, 2015 at 15:39
SILENCE!
I KEEL YOU!
Lord Chaos
July 29, 2015 at 15:39
It’s called possession…
You know it’s 2 thirds of the law. 😛
Pariah
July 29, 2015 at 15:41
So the abbreviation can the either be “la” or “aw”, I presume? Hmmmm. Or does that include the “the”? In which case it’d be any of “thel”, “hela”, or “elaw”. Quite the conundrum.
Sovereign
July 29, 2015 at 17:38
It was an amazing job. I’m much more interested in games that I can play THIS year.
Ghost In The Rift
July 29, 2015 at 22:13
Just wish Bioware did this and kept their mouth’s shut about ME:Andromeda and pretty much every game they develop, i’m more surprised they did not announce “Dragon Age:Return of the Darkspawn that hunts shards” yet.
Gareth L (That eXCheez Guy)
July 30, 2015 at 07:15
Like you said, this method only applies to titles with enough knowledge and prestige to allow them to bypass the recommended marketing period.
A smaller developer could not feasibly use this approach.