Gaming PR campaigns can be tricky to get right, and when they miss the mark, they often become infamous. Here are 15 notable examples of failed gaming PR campaigns:
- Fallout 76’s Power Armor Edition: The Power Armor Edition of Fallout 76 promised a canvas bag but shipped with a cheaper nylon bag. The backlash was significant, especially when Bethesda’s response was seen as dismissive.
- No Man’s Sky: The initial marketing for No Man’s Sky promised a vast, diverse universe with extensive features. When the game launched with fewer features and technical issues, the discrepancy led to widespread criticism.
- Aliens: Colonial Marines: Promoted as a highly anticipated game with impressive graphics and gameplay, the final product was criticized for poor graphics and gameplay that didn’t match the pre-release promises.
- Destiny’s “The Taken King” Expansion: Bungie faced backlash when it was revealed that the expansion was significantly more expensive than previous content, and it was perceived as locking away content that should have been included in the base game.
- Mighty No. 9: This Kickstarter project was heavily promoted but faced criticism for its lackluster graphics, unpolished gameplay, and a general failure to live up to the promises made during the crowdfunding campaign.
- Battlefield 2042: The game’s marketing suggested a return to classic Battlefield experiences, but players encountered numerous bugs, balance issues, and missing features, leading to a negative reception.
- Anthem: Marketed as a revolutionary new IP with grand promises of an expansive and engaging world, Anthem was criticized for its shallow gameplay and numerous technical issues upon release.
- Cyberpunk 2077: The marketing hype for Cyberpunk 2077 was immense, but the game launched with numerous bugs and performance issues, particularly on older consoles. This led to significant backlash and a damaged reputation.
- Brink: Promoted as a revolutionary shooter with advanced parkour mechanics, Brink was criticized for its lackluster execution, poor AI, and underwhelming gameplay.
- The Order: 1886: The game’s marketing focused heavily on its cinematic presentation and graphics, but it was criticized for its short length, lack of gameplay depth, and repetitive mechanics.
- Warcraft III: Reforged: This remaster was heavily marketed but was criticized for its lack of features compared to the original, broken promises about custom content, and technical issues.
- Ghost Recon Breakpoint: Following the success of Wildlands, Breakpoint was heavily promoted but faced criticism for its lack of innovation, numerous bugs, and perceived monetization issues.
- The Last Guardian: Delayed multiple times and heavily marketed as a highly anticipated title, The Last Guardian received mixed reviews upon release for its outdated mechanics and technical issues.
- Star Wars Battlefront II (2017): The initial launch was plagued with controversy over its aggressive microtransactions and pay-to-win mechanics, leading to significant backlash and eventual changes to the game’s progression system.
- Duke Nukem Forever: After a long development cycle and numerous delays, the game was heavily marketed but received poor reviews for its outdated gameplay, humor, and graphics, failing to meet the expectations set by its long development time.
These campaigns show how high expectations, combined with missteps in execution, can lead to significant PR failures in the gaming industry.