Everyone remembers that impressive trailer .
Of course, most educated gamers know the CG video doesn't show any gameplay, and the final product won't really look like that. However, the trailer made such a huge splash that Georg Larch, Deep Silver's International Marketing Director, says the reaction has forced the team to change their strategy. As he told Industry Gamers :
"When the film was released, it immensely helped the game to get a stronger share of voice in this competitive market from the very beginning/ With this in mind, the unexpected success of the short has undoubtedly altered our internal goals and we have adapted our strategies based on the feedback after the announcement of the game and the launch of the video."
In fact, the characters in the trailer aren't in the game, and it even adopts a very different tone. The game itself is more of a madcap free-for-all with some strategic elements built in, but Larch knows gamers are a shrewd group. He isn't concerned that some will have rash expectations.
"It's not uncommon to start a campaign with a CGI trailer that reveals the setting of a game and subtly hints at the game experience – and the Dead Island short film does that perfectly. I think gamers are well aware that a CGI teaser trailer is not intended to be a 100 percent duplication of gameplay."
He added that they've "communicated honestly" about the gameplay after that video released, and their campaign has been similar to the approach of other publishers. We're pretty excited about the game, and it isn't really due to that trailer. …it was still cool, though.
Related Game(s): Dead Island