Top 5 Video Game Marketing Blunders of All Time and Their Takeaways

January 2, 2023

 

Game marketing is essential to the gaming industry. It would be difficult for developers to sell their products without it, but not all marketing strategies are successful. Some go horribly wrong.

The following 5 video game marketing blunders are so severe that they’re affecting reputations to this day. But with every disaster comes a lesson. Current game development studios should learn from these mistakes to avoid future controversy and potential financial shortfalls.

 

1. No Man’s Sky’s False Promises

To Hello Games’ credit, they were able to keep most of their promises eventually, but that wasn’t the case when the game launched. Sean Murry, the managing director of Hello Games, wasn’t media trained and a bit anxious, but he still did interviews on behalf of the team anyway.

Due to the team’s limited budget, they didn’t have much choice. Sony, catching wind of the game, provided funding for the team but allegedly said they’d take it away if the game didn’t make its release date. This was a big reason why the studio released No Man’s Sky unfinished.

No Man’s Sky was a buggy mess that didn’t play as advertised. What resulted was a slew of angry fans, and not just because of the false promises. The game barely worked at launch.

 

What to Learn From The No Man’s Sky Blunder

While it’s easy to say that the lesson is “be truthful about your games,” a lack of honesty wasn’t the main culprit here. Murry did overpromise, and there was no chance No Man’s Sky was going to live up to the hype, but losing funding from Sony could have made the studio close down.

So yes, be honest with what you’re advertising, hire a media personality to handle PR, and accurately estimate how long development will take. With that said, it’s hard to hate Murry. He did right by his people and continues to update the game, which can’t be said for most studios.

 

2. CryptoZoo Isn’t a Game at All

The evolution of mobile game monetization is an interesting topic to follow, especially in the game marketing sphere. People flock to Web3 mobile games because they produce a passive income source. While there are many legitimate games out there, CryptoZoo isn’t one of them.

Logan Paul’s NFT game allows players to purchase eggs using in-game currency. These eggs hatch into animals you can breed into rarer hybrids, which generate more coins. Or, that’s how the game would operate if it worked. While this story is still ongoing, it doesn’t look like CryptoZoo will live up to its promises, as developers aren’t currently working on the project.

 

What to Learn From The CryptoZoo Blunder

Second chances don’t come around often, but Logan Paul got one and immediately squandered it. It’s unclear whether Logan Paul made any money off this venture, but even if he did, his reputation took a massive hit. And when that’s gone, it’s nearly impossible to get it back.

Investors are now left with a game that doesn’t work and coins that are valueless. Influencers should value long-term profits over short-term gains, or it could cost them their livelihoods.

 

3. The Wii U is Just a Wii Add-On

 

There have been many failed console launches in video game history. The Virtual Boy, N-Gage, and PS3 are a few examples, but it was often the price that kept consumers away. With the Wii U, the issue was the name. There are still people who think the Wii U console is a Wii add-on.

While this marketing blunder did affect casual players, it didn’t fool long-time adopters or kids who want to learn more about the game. The Wii U didn’t just fail because of the name; it failed because it wasn’t as powerful as other high-end consoles and competed with the mobile gaming market. The Wii U tablet controller was out of date and expensive compared to smartphones.

 

What to Learn From The Wii U Blunder

Maybe changing the name would help, but a different game marketing strategy would have been more effective. Blaming it on the name sounds like a scapegoat when you compare the Game Boy and Game Boy Advance. The Game Boy Advance still sold well despite the name.

It’s easy to blame a marketing blunder on the consumer, but if the consumer doesn’t understand your product, why they need it, or what makes it different or unique, they won’t care about it.

 

4. PSP White Model and Racism

Sony has run its fair share of unsavory marketing campaigns. One of these included a sexist PS VITA ad of a 4-breasted woman with the tagline “Touch Both Sides For Added Enjoyment.” That was released several years after their most shocking advertisement, the “PSP White Model.”

The billboard pictured a White woman gripping a Black woman’s chin. The White woman is looking down on the Black woman angrily as she looks afraid. It is hard to imagine what they were thinking when they pitched this ad, as it can’t be described as anything but racist.

This billboard was meant to advertise the new white PSP. While the new color is nice, marketing it in such a way is unacceptable. Fortunately, the ad was pulled shortly after its release.

 

What to Learn From PSP White Model Blunder

This game marketing blunder is obvious, but this begs the question as to why it was approved. If we gave Sony the benefit of the doubt and said they didn’t know this ad was racist, then they don’t have a team that could tell them otherwise. All teams should have equality consultants.

For example, a racial equity consultant can help clients advance racial equality in the workplace and assess whether an advertisement, work policy, or specific behavior is hurtful or racist.

 

5. Splinter Cell: Conviction Role Play

To prepare for the upcoming Splinter Cell: Conviction release, UbiSoft decided to dress actors up like the bad guys from the game and walk around New Zealand. These actors wore full tactical gear and carried guns (that had orange tips, but who would take the time to look?).

What happens next is exactly what you’d expect. When the actors were in a New Zealand store, panic ensued, and 911 was diel. Police rushed to the scene, thinking the actors were terrorists. According to reports, police almost opened fire on the actors while they were trying to explain.

 

What to Learn From The Role Play Blunder

Guerilla game marketing tactics aren’t always a bad idea, but UbiSoft is lucky their actors didn’t get shot. UbiSoft likely pulled this stunt to attract negative press in the first place, so they got what they wanted. All press is good press for some companies, but this ad was short-sighted.

Businesses should read the cultural climate before putting their employees in unnecessary danger. At the very least, they should inform non-actors before recording any footage.

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

Is Your Business Being Found Online?

Laptop Metrics Colorado

Free Digital Marketing Report ($150 Value)

marketing module lineWant to know how your business stacks up against the competition?

Read more articles about Business.

The Strength of Immutable Backup in Data Protection

In today's highly competitive business world, data offers companies a life line. It underpins their operations, drives decisions, fuels innovation. It also lays the groundwork for businesses to build solid strategies, understand their customers and track what’s going...

3 Potential Website Design Flaws Law Firms Should Avoid

The legal industry has been among the slow adopters of digital technologies, but the pandemic emerged as a tech disruptor. Like all other businesses, law firms were forced to adopt remote work and virtual consultations. Tech transformation is essential to stay on top...

How to Implement a Conversion-Focused SEO Strategy

Search engine optimization entails optimizing websites to rank on top of search engine results and attract traffic. Without having a website visible on the top of search pages, you hardly have a chance to score visibility, traffic, and leads. Imagine beating thousands...

Small Business Web Wizardry: How to Make Your Site a Marketing Marvel

When it comes to marketing, small businesses usually turn to social media. However, with the right strategies in place, these businesses can turn their website into a marketing marvel as well.      According to Small Business Trends, spending between 7 and...

5 Content Writing Tips to Promote Your Medical Spa on LinkedIn

In the ever-evolving world of digital marketing, LinkedIn has emerged as a powerhouse for professionals across various industries. For medical spas seeking to promote their services, LinkedIn offers a unique platform to connect with potential clients and industry...

How Websites Drive Targeted Marketing for Businesses

In today's digital age, a strong online presence is indispensable for businesses looking to thrive in a competitive market. A well-designed website is the cornerstone of this digital presence, and it plays a pivotal role in driving targeted marketing strategies. In...

Proven Attorney Marketing Strategies to Elevate Your Practice

In the fiercely competitive legal landscape, strategic marketing is the key to attracting and retaining clients. While your legal expertise is paramount, it's equally crucial to showcase it effectively to stand out. Below, we delve into some highly effective attorney...

Beauty and Business: The Secrets to a Successful Salon Venture

Beauty is big business, and salons are at the forefront of the industry. However, owning and operating a successful salon takes more than just knowing how to cut and style hair. You need to have a keen mind for business to be truly successful.   From marketing...

Read more articles about business.

Beauty and Business: The Secrets to a Successful Salon Venture

Beauty and Business: The Secrets to a Successful Salon Venture

Beauty is big business, and salons are at the forefront of the industry. However, owning and operating a successful salon takes more than just knowing how to cut and style hair. You need to have a keen mind for business to be truly successful.   From marketing...

15 Ways to Increase the Profitability of Your Trucking Business

15 Ways to Increase the Profitability of Your Trucking Business

The trucking business is very profitable. But initially, you might face some challenges to increase profitability as it is a competitive market. However, there are certain steps you can take to increase your profitability.   But before that, you need to...

The Benefits Of A Dedicated Business Bank Account: Why It Matters

The Benefits Of A Dedicated Business Bank Account: Why It Matters

Venturing into the entrepreneurial treasure hunt? You're juggling a lot, from crafting the golden product to netting valuable clients. But here's the golden goblet of success: a rock-solid financial fortress. And the jewel in the crown? Keeping your personal treasure...

Top Tips On Rolling Out An Employee Engagement Survey

Top Tips On Rolling Out An Employee Engagement Survey

It is safe to say that for the majority of businesses, when you have a great team working for you, you will want to keep them happy. That way, you have a better chance of retaining them and keeping that hard work ethic and positivity in the workplace, where you, your...

Offer Landscaping Services? Here’s How To Find New Customers

Offer Landscaping Services? Here’s How To Find New Customers

Attracting new customers to your landscaping business can seem like a daunting task. Yet, it becomes manageable with a strategic approach that combines modern digital marketing techniques and traditional word-of-mouth referrals. This guide provides insights on various...

Share This