Mismarketing Blunders: The Dark Art of Botching Video Game Hype

A video game's marketing campaign should do more than just build hype - it should accurately convey the essence of the product, whether that's the story, characters, gameplay, or overall tone. But sometimes, the efforts to generate excitement go horribly wrong, resulting in bizarre, offensive, or downright misleading promotions that end up doing more harm than good. This article examines some of the most cringeworthy marketing blunders in video game history, and explores how those missteps impacted the games they were meant to support.

Burying the Brilliance: How Helldivers 2 Became a Forgotten Gem

The Promising Sequel That Slipped Through the Cracks

Few could have predicted the runaway success of Helldivers 2 when it launched in 2024. After all, the original 2015 game, while critically acclaimed, had never quite reached the heights of gaming's biggest blockbusters. With nearly a decade having passed since the first installment, many had written off the prospect of a sequel altogether. Yet, the AA follow-up quickly became one of the most actively played and discussed releases of the year. Its superb shooting mechanics, engaging multiplayer camaraderie, and inventive mission structures struck a chord with both veteran fans and newcomers alike. Word-of-mouth hype quickly built, and it seemed poised to become a sleeper hit.

Sony's Marketing Missteps

Unfortunately, that's virtually all the hype Helldivers 2 received. Sony Interactive Entertainment, the game's publisher, opted to focus their marketing efforts on showcasing two other high-profile shooters arriving around the same time - Foamstars and Suicide Squad: Kill the Justice League. They even made Foamstars available for free to PS Plus members at launch, effectively diverting a ton of attention away from the Helldivers sequel.Moreover, the presentations Sony did put out for Helldivers 2 were relatively safe and underseen, positioning the game as blander than it truly was. This approach ensured that casual gamers were likely unaware the game even existed, let alone understand what made it special.

A Surprising Twist of Fate

Ironically, the two games Sony chose to prioritize over Helldivers 2 - Foamstars and Suicide Squad: Kill the Justice League - ended up being virtually dead on arrival. While the marketing machine had churned out flashy, high-profile campaigns for those titles, the actual products failed to resonate with players, quickly fading into obscurity.In contrast, Helldivers 2, with its relatively muted promotion, went on to develop a fervent, devoted fanbase. Its unique blend of challenging, cooperative gameplay and satisfying combat loops made it a sleeper hit, earning critical acclaim and becoming a beloved entry in the franchise. The game's success ultimately proved that sometimes, less is more when it comes to marketing - a lesson the industry would do well to remember.

Lessons Learned

The cautionary tale of Helldivers 2's marketing woes serves as a stark reminder that hype and awareness alone do not guarantee a game's success. In fact, prioritizing flashy, high-budget campaigns over authentically connecting with players can backfire spectacularly, as evidenced by the fates of Foamstars and Suicide Squad: Kill the Justice League.Ultimately, the key to effective video game marketing lies in striking a balance between building excitement and accurately representing the product. By focusing on the core strengths and unique features of a title, rather than resorting to gimmicks or unfair comparisons, developers and publishers can foster a genuine, engaged fanbase that will carry the game to long-term success. The Helldivers 2 story proves that sometimes, the quiet achievers are the ones that truly shine.