Rockstar’s Red Dead Redemption 2 Marketing Shows Overwatch How It’s Done

Three images posted three days apart on social media was enough to recently send the gaming world into a frenzy. There had been rumours flying around all year, specifically about the game’s map size, but nothing concrete considering Rockstar’s Johnny Tightlips routine.

The trailer soon dropped, showing off a return to the Wild West – Red Dead Redemption 2 was finally unveiled for the adoring public, who lapped up the announcement with unprecedented, almost rabid levels of hype. Nothing much is known about the game with plenty of people taking the time to dissect the trailer and squeeze out whatever slivers of information they can. The trailer did its purpose: it made the people aware and perfectly set the stage of anticipation for more reveals to come in the future.

Put simply, Rockstar had the perfect marketing campaign. Compare it to Blizzard’s painfully staggered announcement for Overwatch‘s new hero Sombra and the gulf in marketing nous is clear.

Not only has Sombra not even been officially announced months and months after the cryptic promotion began, but it’s managed to do the opposite of its intention: it’s pissed people off.

“I guess the short answer is I’m sick of hearing about her. And if this is how every hero is going to be treated from now on, I worry every character will be released to disappointment rather than excitement.”

By trickling information and clues at the rate of a snail on valium, Overwatch’s newest hero will eventually arrive with a flat reception and a sense of inevitability. As good as her character may be, Sombra will be only the second new hero added to Overwatch since its launch in May. The game needs more content and this isn’t the way to get people excited for it.

Teased through an ARG (alternate reality game) which makes series fans jump through a series of hoops in the form of puzzles left in code and countdowns, which signalled the beginning of trouble for the marketing campaign. Once the counter reached 100, the belief was that Sombra would then be dropped. The counter slowly but surely crept up the numbers before reaching its target, leaving fans with bated breath.

What was revealed instead? Nothing but yet another clue in Spanish:

…Transmisión finalizada – finalizando carga… …Carga finalizada. Unidad Bastion E-54 comprometida…

Translated:

Charging complete. Bastion Unit E-54 committed … … Completing connection …

This hint suggests that Sombra has hacked Bastion, a playable character in the game, but apart from a few hopeful guesses, nothing had progressed in the saga once again. People are still digging for more information, though it seems like a thankless task that frustrates more than it excites. An ARG is supposed to lead something, not nothing after nothing.

Popular opinion suggests that Sombra will finally be revealed at this year’s BlizzCon, which asks the question: what was the point of even teasing her in the first place? If a full reveal has always been planned, what purpose does it serve other than to annoy and leave fans jaded. The strategy has been naive at best, mean-spirited and misleading at worst.

Perhaps the next time a hero is set to be announced, Blizzard could take a leaf out of Rockstar’s book and release information in quick succession. We’re in the age of immediacy where trends and interest come and go in the space of days, if not sooner. People don’t have the patience to follow breadcrumbs anymore. Rockstar understand that, Blizzard apparently do not.