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I noticed an article that was published that had some things said about hype. The way I look at it is there are two types of hype: Player Hype and Developer Hype. When players want something diffrent, something they like, they hype it up. When a developer wants to sell a product, they hype up their game (advertisements are a good way of doing that).
Lets look at two games that have the two diffrent types of hype.
Darkfall Unholy Wars - Player hype.
Developers are not advertising their product, they are working on it (currently in beta). Players knew how the game was before but were let down by a small company that was getting overloaded (11 dev's at first launch... lol). They have learned their lessons but focus on the game instead of hype.
Guild Wars 2 - Developer hype.
There were advertisements everywhere for this game (and still are). They also had a first version of the game behind them along with a major publisher. Yes, they had a huge budget for the game to pay for a hype campaign (which worked, 2 million players say so). If they were a small company doing the same the product would be crap (developers hyping instead of working on the game).
I think player hype is more healthy than developer hype. Players know when they see something they like.
The definition of insanity: doing the same thing over and over expecting different results.