Remember when Apex Legends was shadow dropped? It’s a risky move for such a high-profile game to skip all the pre-release marketing hype entirely, but it paid off, and it’s clear why Respawn went that route—“photoreal PvP hero shooter” was an eyeroll-inducing prospect even back in 2019, so letting the game speak for itself short-circuited any pre-release angst.
We don’t know if the strategy could have been replicated, but would it have been worse than the late Concord’s legendary failure or the reaction to the recently announced Highguard, which was the final big reveal at last year’s Game Awards? Viewers expecting something like 2023’s Monster Hunter Wilds reveal or the one-two Matrix Unreal Engine 5 tech demo and Matrix 4 trailer in 2021 have been taking out their frustrations on Highguard.
The reveal was drowned out by hot takes calling out its “Concord vibes” and it received a ghastly 2,400 dislikes on YouTube compared to around 500 likes when it first dropped. There’s been an assumption to some of the criticism that Highguard wanted this smoke, so to speak—an idea that if the Highguard studio hadn’t splurged on such an exclusive spot, it wouldn’t have earned all this ire.
I’m ambivalent on it, but definitely not negative. I hate that everyone watching big game shows is hoping to see “Ratchet & Kratos 7” or “Dark Lore 5” or “Metal Gear Sonic 11”. Especially since, as you know, every decent mid level game developer these days has been fired at least once by morons with MBAs, and so the industry must make new IPs from the scattered devs.
Its art doesn’t speak for itself, I think on multiplayer it usually doesn’t. We’ll have to see how it feels later.