Why Digital PR and Marketing Failed for Some Video Game Launches

The video game industry is a juggernaut, projected to be worth over $200 billion by 2025. With such immense economic clout, digital PR and marketing campaigns have become a cornerstone of a game’s success or failure. The game marketing landscape has changed drastically in recent years with the rise of digital platforms and social media. While these innovations present opportunities for brands to reach global audiences at the click of a button, they also come with their own set of challenges.

As the digital age continues to redefine the ways games are promoted, it’s clear that not all campaigns have been able to tap into the potential of this new era. Whether through misaligned messaging, inadequate influencer partnerships, or poorly executed digital campaigns, several high-profile video games have failed despite substantial marketing budgets. In this op-ed, I will discuss some of the key failures in digital PR and marketing within the video game industry, examining what went wrong and how brands can learn from these mistakes.

The Anthem Disaster: Over-Promising, Under-Delivering

One of the most glaring examples of a digital PR and marketing failure in recent years is Electronic Arts (EA) and BioWare’s “Anthem.” Launched in 2019, “Anthem” was touted as a game that would revolutionize the online multiplayer experience, combining elements of “Destiny” with a compelling narrative-driven experience. The game’s marketing campaign was expansive, featuring a high-profile reveal at E3 2017, cinematic trailers, and interviews with the developers. BioWare’s reputation for creating engaging RPGs—particularly the “Mass Effect” series—also played into the excitement surrounding the game’s launch.

However, after the game’s release, players found themselves disappointed by its lackluster gameplay, technical issues, and limited content. Digital PR and marketing campaigns had promised players a “game-changing” experience, but they were met with a game that didn’t live up to expectations. Anthem’s marketing had built a massive amount of hype around its potential, yet the final product failed to deliver.

The game’s launch was fraught with issues. Players encountered frequent server errors, long loading times, and numerous bugs that made it difficult to enjoy the gameplay. While EA and BioWare attempted to address these issues through updates and patches, the damage to the game’s reputation had already been done. Despite the vast digital PR push, “Anthem” quickly became a cautionary tale of over-promising and under-delivering in the world of video game marketing.

From a PR perspective, the key failure here was an overly ambitious marketing campaign that set unrealistic expectations for the game. By focusing heavily on big promises and flashy marketing tactics—like cinematic trailers and influencer partnerships—EA and BioWare failed to emphasize the actual gameplay experience. The result was a product that didn’t match the hype, leaving both players and critics dissatisfied. In digital PR, transparency is crucial. Marketing campaigns must strike a balance between excitement and honesty, giving consumers a realistic view of what they can expect. “Anthem” is a prime example of how misaligned messaging can lead to consumer disappointment and ultimately a failed marketing effort.

No Man’s Sky: A Cautionary Tale in Digital Expectations

Another notorious example of failed video game digital marketing is “No Man’s Sky,” the space exploration game developed by Hello Games. When the game was first announced in 2013, it captured the imaginations of gamers around the world. The promises were tantalizing: a virtually infinite universe to explore, with procedurally generated planets, wildlife, and civilizations, all powered by cutting-edge technology. The marketing campaign centered around these lofty promises, and the game was highly anticipated for years leading up to its release in 2016.

However, upon release, the game was far from what had been promised. “No Man’s Sky” lacked many of the features highlighted in its marketing, and players found themselves with a highly limited, repetitive, and underwhelming gameplay experience. Reviews were overwhelmingly negative, and the digital PR campaign quickly backfired as gamers felt misled.

One of the key issues with the marketing campaign was the way the game’s scope and features were presented. The trailers showed expansive worlds, beautiful landscapes, and intricate mechanics that suggested a rich, immersive experience. However, upon launch, players were met with barren planets, simple mechanics, and an overall lack of depth. The gap between the marketing and the actual game was so large that it became a classic example of digital PR failure.

However, unlike “Anthem,” the story of “No Man’s Sky” isn’t all negative. Over the next few years, Hello Games worked tirelessly to update the game, releasing numerous patches and updates that gradually addressed the initial shortcomings. By 2020, “No Man’s Sky” had evolved into a highly regarded game, and many players who had initially been disappointed returned to find a completely different experience.

From a PR and marketing standpoint, the launch of “No Man’s Sky” underscores the dangers of overhyping a product without delivering the promised experience. While Hello Games successfully rehabilitated the game’s reputation through consistent updates, the initial marketing misstep caused long-term damage. “No Man’s Sky” is a cautionary tale of how digital PR must focus on delivering an authentic and consistent message. A marketing campaign should never promise more than the game can reasonably deliver, as it risks alienating the audience and damaging the brand’s credibility.

Fallout 76: When PR and Marketing Can’t Mask Technical Problems

The release of “Fallout 76” in 2018 serves as another example of a video game that suffered due to a lackluster digital PR and marketing strategy. Developed by Bethesda Game Studios, “Fallout 76” was supposed to be an ambitious online multiplayer version of the beloved “Fallout” franchise. Bethesda’s marketing campaign for “Fallout 76” was extensive and featured a highly anticipated E3 2018 reveal, gameplay footage, and social media buzz.

However, the game’s launch was disastrous. Players experienced game-breaking bugs, crashes, and connectivity issues that rendered the game practically unplayable. Even worse, the digital PR campaign had painted “Fallout 76” as a polished, feature-rich experience, which was far from the truth. The backlash was swift, and the gaming community turned on the game, criticizing both its technical failures and the gap between the marketing and the actual product.

Bethesda’s PR response only made things worse. The company failed to address the concerns in a timely and transparent manner, which only added to the mounting frustrations of the fanbase. The company’s PR team also mishandled the backlash surrounding the game’s collector’s edition, which was shipped with defective items, leading to more negative publicity.

Unlike “No Man’s Sky,” which at least had the redeeming quality of continued updates, “Fallout 76” failed to generate the same goodwill after launch. While Bethesda released patches to fix technical issues, the damage to the game’s reputation was significant. The PR failure here wasn’t just about a misleading marketing campaign; it was also about failing to respond to the community’s concerns in a way that restored trust.

The key takeaway from “Fallout 76” is the importance of both realistic marketing and customer relationship management. When the game’s technical issues became clear, Bethesda should have adopted a more transparent, empathetic approach in its digital PR strategy. Offering regular updates, acknowledging the issues early, and providing more direct communication with players could have gone a long way in rebuilding consumer trust.

Cyberpunk 2077: The Most Expensive Marketing Failure

Perhaps the most high-profile recent example of a failed video game PR campaign is the launch of “Cyberpunk 2077” in December 2020. Developed by CD Projekt Red, “Cyberpunk 2077” was one of the most anticipated video games in history, thanks to its rich world-building, futuristic setting, and the legacy of “The Witcher 3,” a previous smash hit from the same developer. The marketing campaign for “Cyberpunk 2077” was massive, with the game appearing at multiple gaming conventions, influencer partnerships, and promotional deals with companies like Nvidia. The game’s teasers, trailers, and extensive media coverage made it one of the most hyped games in recent memory.

However, the game’s release was marred by a slew of technical issues. Players encountered graphical glitches, performance problems, and numerous bugs, particularly on older consoles. Despite the digital PR campaign’s emphasis on cutting-edge technology, the reality of the game’s performance was far below expectations, especially on last-generation consoles like the PlayStation 4 and Xbox One.

The fallout from the “Cyberpunk 2077” debacle was swift. Both PlayStation and Xbox removed the game from their online stores, and CD Projekt Red faced a flurry of consumer complaints and refunds. The backlash was compounded by the company’s handling of the PR aftermath. The studio’s apology was criticized as insufficient, and there were reports that the development team had been under significant pressure to meet the release date. Ultimately, “Cyberpunk 2077” served as a textbook example of how not to handle expectations in digital marketing. The game’s marketing campaign had set such high standards that the reality of the product’s performance felt like a betrayal.

The critical lesson from “Cyberpunk 2077” is the importance of managing expectations and ensuring that a game’s performance matches the hype generated by its marketing. Even with the most aggressive digital PR campaign, a product that underperforms or fails to meet basic standards will inevitably lead to disappointment and lost consumer trust. A good digital PR strategy focuses on building long-term relationships with fans, not just stoking excitement for a launch. In the case of “Cyberpunk 2077,” a more cautious approach might have avoided setting expectations so high.

Conclusion: The Importance of Realistic Expectations and Transparent Communication

In the video game industry, digital PR and marketing play an essential role in a game’s success or failure. While the allure of flashy trailers, influencer deals, and high-profile partnerships can drive attention, it’s ultimately the delivery of the product that determines a game’s legacy. “Anthem,” “No Man’s Sky,” “Fallout 76,” and “Cyberpunk 2077” all suffered from over-promising and under-delivering, a trend that continues to haunt some of the biggest names in gaming.

The lessons from these failures are clear: be transparent with your audience, manage expectations, and deliver a product that lives up to the marketing. Digital PR is not just about hype—it’s about creating trust and maintaining an ongoing dialogue with the community. With proper planning, communication, and execution, game developers can avoid the pitfalls that have led to some of the most infamous marketing failures in the history of video gaming.