Publishers spend millions of dollars creating hype for their games, sometimes as much or more than they spend on actual development.
Of course, hype creates expectations, and often games simply do not manage to satisfy expectations.
It looks like this is exactly what Blizzard is trying to prevent from happening with Diablo III.
In a post on the official Diablo III forums, Blizzard community manager Micah “Bashiok” Whiple has actively come out and asked gamers to lower their expectations a little bit.
“On a more serious note, I too worry that we won’t be able to meet the expectations people have built up for themselves. Part of my job is managing people’s expectations, so… eh… stop it. Stop thinking about how awesome this game could be. Just imagine it’s a new M. Night Shyamalan movie. Sure Sixth Sense was amazing and Unbreakable had it’s moments, but this right here is the sequel to The Village … or The Happening … or Signs … or any of the movies besides the two I first mentioned. So just like, lower those expectations, but still definitely buy the game please, and everything will be just fine. K?”
As an official spokesperson for Blizzard’s public relations team, the message in the most can be taken as a direct statement from the publisher itself. We’re pretty sure this is the first time a publisher or developer has come out and asked fans to be less hyped about an unreleased game, but in fairness, it is Diablo III and the current level of anticipation may well be impossible to satisfy.