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Reaction: Publishers on Nintendo Direct-style livestreams are getting worse

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Publishers need to better understand their audience before hosting ineffective livestreams. While we are reluctant to criticize companies Also Hard – after all, we are not outstanding Semi-regular broadcasts from the likes of Ubisoft, EA, et al – the reality is that it Nintendo Direct-Getting inspired marketing drops the worse. It seems that none of these organizations understand their fans at all.

take to Disney and Marvel Games Showcase Since late last week. It promised major updates on upcoming projects from the multimedia juggernaut, and it was eye-opening just how much the firm currently has in its pipeline. But fans tuned in hoping to learn more about Captain America and the Black Panther project being directed by Unwanted creator Amy Hennig; Instead, they left with more questions than they entered.

It is telling that a new pokemon go-Style Augmented Reality Title From Nantic Closes Briefing: This will no doubt prove big business for the fat-cats at Marvel, but it’s not the kind of reveal that core gamers would schedule their Friday evenings for. Would like to see Other big announcements, like the Tron visual novel from Bethel Games, were flashed so quickly that there was nothing to glean from them.

Publisher Livestream Response 2

Some, understandably, tuned into the Marvel showcase expecting updates on Marvel’s Spider-Man 2 and Marvel’s Wolverine. It’s not an unreasonable assumption, after all, but with Sony publishing those games it always seemed unlikely. That said, if that’s where the expectations are, then it’s the publisher’s responsibility to fill the slot with projects of similar interest and value, otherwise what’s the point of starting a broadcast?

To be fair, we completely understand why firms are struggling to find the right balance: the games on display need to be exciting, and there needs to be enough information to whet the appetite without being boring and long. stopped for It’s not easy! Still, French publisher Ubisoft committed several of these cardinal sins during its livestream: It allocated several minutes to the upcoming pirate sim Skull and Bones, without actually including it. anything New to the chat.

Ubisoft Forward There was an oddity to the whole thing: weighing in at just under 90-minutes – even with a solid pre-show – it was a massive livestream, with large chunks of running time feeling like filler when the firm was hit by killers. Everyone had knowledge of religion. tuned for Still, there was a lot of hot air from the likes of host Danny Wallace: We didn’t exactly feel like we came away with a deeper understanding of what to expect from the upcoming Assassin’s Creed Mirage, mentioning Codenames Red and Hexie. don’t do .

Publisher Livestream Feedback 3

And when you consider that fans will be sitting through several minutes of mobile games, including a massive presentation of Rainbow Six Mobile, you have to question what the livestream is for? Yes, it’s potentially big news for Ubisoft investors that The Division is coming to phones, and we understand that the publisher needs to get attention. Everything It’s working on it, but these live shows leave a bad taste when it feels like they’re full of filler.

There is a very simple solution to critics: don’t watch them. But that doesn’t really solve the problem, does it? Ultimately, it feels like publishers are struggling to understand their audience with their scheduled marketing livestreams. While traditional E3 Press conferences had low points, at least you had the pomp and ceremony and the memes to fall back on afterwards. There’s nothing of the sort: just minutes and minutes of unnecessary screentime devoted to games that those tuning in are unlikely to ever play.

Sony is yet to announce a PlayStation Showcase – In fact, the platform holder rarely announces anything All this on the day. But we hope the producer gets a better understanding of his audience next time he speaks. Nintendo, too, seems to have an awareness of what its biggest, most vocal fans want. But major third-party publishers, the likes of Ubisoft et al, haven’t figured it out yet.

If anything, these regularly scheduled information drops are getting worse…


What are your thoughts on the state of publisher livestreams from the likes of Ubisoft et al? Do you enjoy these regularly scheduled info drops, or is the content getting stale? What can companies do differently to improve these presentations going forward? Sound off in the comments section below.

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