Category: Marketing

Don’t Make Overkill’s Mistake: The Art of the Tease

So let’s talk about teasing. Overkill has had a inconsistent record in using the tease to garner (sigh) hype, sometimes to great effect, sometimes to the annoyance of their playerbase.

Specifically, though, I want to talk about the Clover teasers from Crimefest, the Halloween 2014 event, and the Historical Pack.

The Clover teasing started out well but then devolved into inelegance near the end.

Don’t make Overkill’s mistake…

Don’t Make Overkill’s Mistake: Release Scheduling

So most of you are probably already aware of the term “Valve Time”, but for the uninitiated, Valve Time works like this. Valve Software will say that they’re going to release a thing by a certain date. That date comes and goes with no word. Maybe three months or so later they release the thing, but the thing is beautiful, complete, and for the most part, glitch free.

By contrast, there’s Overkill Time. Which is not really a thing, just something I’ve made up.

Overkill doesn’t really do release dates. There have been some vague ones. May for the Alesso Heist. Next Fall for sound updates. For the most part, they seem to prefer the surprise element of springing updates on players. I assume the surprise of it is what they like about not having a public production schedule because Overkill actually doesn’t take advantage of the opening they give themselves. Even without needing to meet a deadline, they publish glitchy, broken, ugly shit.

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Don’t Make Overkill’s Mistake: Lack of Authenticity (or ;) )

So ;). You knew I was gonna have to talk about it.

During her dinner with Almir Listo, my friend confirmed what I had always suspected about his over-reliance on this emoticon. It’s a canned response he developed to questions he’s not at liberty to answer. It’s meant to be cheeky and coy, to offset the fact that you’re not getting a straight answer, but it just reads as evasive and smarmy since he uses it so often.

Look, anyone worth a damn knows that sometimes you just can’t answer certain questions when it comes to game development. It’s usually because you don’t want to give away surprises before release date. Sometimes, it’s because you’re testing the feasibility of a feature out and you don’t want to get people’s hopes up only to disappoint them later. I will hand it to Almir that he does know when to keep things under his hat, as opposed to Goldfarb who made promises early on that Overkill is still being asked about three years later (but that’s another post).

But 😉 isn’t just about questions Almir can’t answer. It’s become emblematic of a larger problem with his public presentation.

Don’t make Almir’s mistake.

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Don’t Make Overkill’s Mistake: Introduction

So I noted yesterday that when I began my journal with its singular post, it received a few hits from a user in Sweden who then proceeded to run a search on the rest of my site for “almir listo”. I have a feeling that Google Alerts has something to do with this curious set of coincidences, and so I’ve chosen to write this introduction. It is my guess that this series is what that person was looking for and it didn’t come up because I just haven’t mentioned Almir specifically yet.

I did say in that chat that I was going to write a piece on the Infamy 2.0 reddit AMA and how it could have been handled better. I do still plan to address certain things I saw happening in that thread. As I kept trying to get out everything I wanted to say, however, I realized that even trying to contain myself to just that one PR event was a gargantuan task. There was just no way that I could even begin to talk about how things could be so much better without being painfully tl;dr.

But moreover, as I dug deeper into Almir’s answers, the more I came to feel that trying to speak to him personally, as per an open letter format like I originally tried, was a futile task.

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Don’t Make Overkill’s Mistake: The Preemptive Strike FAQ

One other separate issue from the Spring Break Day 8 announcement I think bears mentioning is the FAQ.

I already talked about the second question in the previous post in this series, but the first question in this announcement is its own folly.

Q: You said everything in the Hype Train was free!?
A: Did you even read the Hype Train website? Yes, everything that was announced in the Hype Train has been released for free thus far, with the final free release coming out tomorrow. We threw this in as a bonus to those who are interested in indie multiplayer games. We think it’s a cool collaboration and hope you will too.

This hypothetical Q and A is not only worded rather rudely, and it tries to reassign blame for the inevitable upset the day’s content will bring.

Don’t make Overkill’s mistake.

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Anatomy of an Update: Lessons from Robotic Boogaloo on Community Updates

It’s been a good long while since Robotic Boogaloo, the first (and thus far only) community-created update, and I’ve been thinking about it lately. The update never sat well with me and even if we don’t all agree that the update wasn’t that great, we should all acknowledge it wasn’t well-received. But I don’t feel that should be the end of community-created updates. I think the TF2 community can and does do better. If we want community updates to be a thing that people celebrate on the same level as normal Valve updates, though, they need to BE on the same level as a Valve update, as opposed to being a thing of people seeing one is out and thinking “Aw fuck, hat glurge”. The next one, if there is a next one, is gonna have to really knock it out of the park to prove this is a thing worth doing on the regular.

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Maybe You Should Leave the Mask On

So I was real !!! about A Merry Payday Christmas and I decided to watch the Payday web series, which I had known was a thing but had never bothered with before. This is a series of short episodes that elaborate on the Payday story, such as it is. Or maybe it’s some sort of alternate reality thing, which is my sincere hope and what I’m going to blissfully assume.

‘Cause frankly, the web series sucks.

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Ring Around the Rebrand

So after I wrote that last post, I got a curious and decided I wanted to compare the Mystique versions of their games to the PlayAround ones. But strangely, even when you download it with Gigolo as per the PlayAround cart pair and no matter where you download it from, Bachelor Party always has Mystique branding. I wanted to know if this was an oversight in production or if everyone just redistributes the one copy of the ROM so I went a-lookin’.

I never found the answer to that particular question, but I did find another interesting theory.
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