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Over-Marketing and The Beta Effect

Posted Oct 14, 2009 by Jon Wood

Over-Marketing and The Beta Effect's Garrett Fuller uses his column this week to take a look at the over-marketing of MMORPGs and the problems that it can cause, including what Fuller describes as "The Beta Effect".

Garrett Fuller

I had a good friend write to me for the Reader Mail Blog this week asking why games are so overhyped before they come out. It was such a good question that I decided to focus my column on not only answering that question, but to finding solutions as well. What is the hype machine, how did it happen and how the heck did it get so out of control?

My old boss used to talk about "managing expectations" all the time. It's really just a fancy term for making sure you give people what they expect. Right now, for whatever reason, MMOs as a collective are failing at this. Expectations for nearly every new release are simply too high.

The reality is that these games take an eternity to develop, and even once you launch a game you suddenly are thrown in the thick of it with patches, fixes, and updates. Why MMO companies start setting their fans' expectations three or four years before they are ready is baffling.

Read Over-Marketing and The Beta Effect.


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