Editorial: Hype Club – Avoiding hype to better enjoy games

Its true, you dont have to buy every new game out there folks!

There’s a million and one new games released in the year, and you can’t play them all – you really wouldn’t want to anyway. But it seems there is still a dedicated group of people who love to try and think less of people who don’t.

I am not one those people, though, I used to be – and while it was simply for Nintendo games, there are people who take it even further and purchase almost every title for all the home consoles and even the handhelds, not to forget the PC either. These people either do the endless trade cycle, using trade bait to feed their addiction to new games, or simply just have enough money to purchase what they want and buy it regardless of whether they want it or not, simply because of the hype.

Yes, I said Hype. The by-product of anticipation and marketing. Some developers are kings at developing it, a game may be a whole year away from release and it still won’t stop them. No, in order to get people hyped for their games, they basically show them the entire product. It starts off as a major trade show #1, where they show just a trailer. That’s all fine, of course; people need to know about the game. But then you get the exclusive hands-on events complete with countdowns on a corporate media conglomerate site. Then, six more trailers, three sizzle trailers, and big lavish media events behind closed doors. Closer to release, pre-order bonuses start to be developed, and gamers realise they can get arbitrary extras with their games for a higher price. Imagine being able to get a remote control car with a game for a low, low (snigger) price of $129.95AU (maybe more)! Well, you don’t really have to anymore.

You can enjoy all those games, without the above stuff.

Then, we’re in the week of the game’s release. Major PR people are tweeting, last minute competitions are being run, Facebook is cranking and advertisements take over both your television and favourite gaming sites. That game you’ve been waiting for is finally here!

You’ve pored over the game, you discuss it with your mates, you tell other mates that they should have it, you play the living crap out of it, whenever you can. You absolutely love this game, after all, you’re intimately familiar with it thanks to all the pre-release coverage you’ve followed up to it’s release.

But it isn’t enough, you want more. You want to experience that joy again! Never fear though, because;

Next week it starts again!

Forget about the AAA Blockbuster you bought last week, yet another AAA Blockbuster is out next week and you need it. That thrill of it, forget the game you just bought – no one is playing that now. Spoilers for the game are already up on YouTube, you don’t need to play the rest, your friends aren’t playing it online any more… so you move on.

Brink isn’t out till March next year, but it’s already getting a push on Steam. Why?

Is Nintendo’s strategy of showing barely anything before release better?

I still am. Well, no, I’m only playing Starcraft 2 and Super Mario Galaxy 2. And I think I am happier for it, really. I’ve played and explored these games more than I would have if I had only given them a week, or even two.

You may be thinking, well the last few months I haven’t bought much, so what is he on about? Well, take a look at the release schedule for the next 3 months, then the next 3 months after that. The video game companies have seen fit to spread this cycle not only over the pre-Christmas months, but for the three months after New Years as well.

So which type of gamer are you? Forget hardcore or casual. Are you in the Hype Club, or are you happy sitting on the outer watching them fight about it? I don’t mind if you’re either, but others might.

The author of this article wishes to advise that he still likes to play video games, if only he could get them without having to wade through miles of marketing.