Whether you’re launching a movie, a game, or just an update, how soon is too soon to start talking about it?
If you announce too early, by the time you release people are asking themselves “wait, didn’t that come out already?” or “jeez that’s old”, or worse “yeah I’m not playing that game anymore”. There are so many ooh shiny things out there that unless you catch us now and make us yell “Shut up and take my money!” we’ve forgotten you before you even got to beta.
Funcom’s Secret World is one example of a game that was talked about way too early. At first it was interesting, they got us with the mysterious viral route, like putting up a black website with a few words on it, then a little lore and faction choosing, then showing a little teaser…but please people you can only string us along for so long before we lose interest. It’s like watching a turtle cross a beach, you just want to pick it up and carry it the rest of the way to get it over with.
Same even goes for updates too: “Hey we’ve got this really great feature being added to the game in September!” Wait…what? Why are you telling us in February? Is it arrogance? Are you assuming that we’re going to be so absolutely enamored with your sneak peek trailer that we’ll salivate for breadcrumbs for whatever time it takes you to figure out what the heck you’re doing?
It’s like that doctor’s appointment they make you book a year in advance – seriously I”m never going to remember that when it comes around. I’m sarcastically flattered you think my life will not have changed at all in that time, so just call me ok, chances are I’ll just cancel it…