Tuesday, November 15, 2011

The SteamWorks: Hype; Life or Death?

Hey Gang,

So do you remember my review on Zafaria? If not, you can check it out here.

So one of my friends was later dicussing my review with me, and asked why I was asking for hype. So, I'd like to discuss with you my opinion of hype, and what I think about it:


Hype ... it gets to the best of us...
So what exactly is "hype"? Dictionary.com defines 'hype" as the following: To create intrest in by flamboyant or dramatic methods; promote or publicize showily. So, in summary, it means to build tension. It makes people WANT to see what you're selling, showing, etc.

Because of the "OH MY GOSH I WANNA GET IN THERE AND MESS THINGS UP" (that's what she said) effect it tends to have on gamers (and any fans in general), many generally don't like it ... especially when  the featured product turns out to be worse than it was hyped up to be. However, when used correctly, hype can be a great tool to companies releasing a popular product. The excitement generated by the huge fans of the game, movie, etc. yield popularity among the public. This excites more people, and eventually the creators of this hugely popular product have millions if not sometimes billions of people that are curious about the product and wish to experience it.

So HOW exactly does a company effectively use hype? In other words, how does one combine the release of small strips of content with time to create the perfect hype recipe?

This is a very controversial subject, and there are MANY different "formulas" for the perfect use of hype, each appealing to a huge varitey of people. I personally believe in a some-what long term period of hype lead by small tastes of new content that's released at LEAST once a month.

My "Goldy Locks" zone for hype length is somewhere between four and seven months. I like time to theorycraft, but at the same time, I don't want to be dying of anxiety. For me, the small teasers released by a company (such as a pictures or small tidbits of information) are enough to feed my excitement for around a half year.

But again, everyone's taste is different. Some people think that's way too long and don't want to know about an expansion because they will either die from excitement or consider it over-hyping a product. Others think this period is extremely too short, and like more time to theorycraft on what exactly will happen. Many people like to marinate themselves in this excitement, as it feeds their hunger for the product.

Hope this clears some things up and enlightens you,

Peter, The SteamWorks

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