Every game developer knows, it’s a mistake not to make abusive use of the hype machine. If you want your game to do well, you want people talking about it.<\/p>\n
And, if you’re really next-level about this kind of thing, you can get people talking about it before they even know what it is they’re talking about. This delicate hype-machine art from is known as “making an announcement that you’re going to be making an announcement” – or the meta-announcement, if you’re familiar with the jargon.<\/p>\n
Square Enix North America, clearly seasoned professionals at this, have been making use of the key hype-building catalyst – social networks. Dave Hoffman, executive producer, has tweeted the following:<\/p>\n
“Working on two new things. Well, one is ‘sort of’ new. Announcements should be coming soon! Wish I could say more but can’t.”<\/p>\n
Clearly the man has done this before, including both the obscure “kind of new” hint, as well as the somewhat overused “I have this awesome secret but I can’t tell you “ gambit.<\/p>\n