Top 10 Video Games With Better Marketing Than Gameplay

Effective marketing strategies can be pivotal for the success of video game launches, often dictating the game’s reception and overall longevity in a crowded marketplace. The execution of promotional campaigns can either enhance expectations or, conversely, lead to disappointment.

A prime example of exemplary marketing in the gaming industry is found in Halo 3: ODST. With its captivating live-action and animated trailers, the campaign adeptly captured the spirit of the game, effectively portraying the rigorous training of the ODST soldiers and the eerie ambiance of New Mombasa.

However, it is important to recognize that not all marketing accurately represents the finalized game experience. In numerous instances, promotional material may fall short, leading to accusations of false advertising, leaving fans frustrated when the actual gameplay diverges significantly from the marketed vision.

This leads us to examine several title comparisons, ranking them based on the discrepancies between their marketing campaigns and the final products, as well as the controversies these variances stirred.Spoiler alerts for the titles discussed below.

10 LEGO Horizon Adventures

A LEGO Game Unlike Any Other

Chests with skills and weapons in Lego Horizon Adventures

Guerrilla Games and Studio Gobo’s LEGO Horizon Adventures, released recently, exemplifies marketing with promises that the game ultimately did not fulfill. The initial announcement at the 2024 Summer Game Fest led many to anticipate gameplay akin to other popular LEGO franchises, incorporating numerous characters and engaging puzzles, presenting a humorous twist on the narrative of Horizon Zero Dawn.

While the trailers hinted at familiar mechanics from previous LEGO titles, they ultimately delivered a bare-bones experience, featuring a disappointing four playable characters and the absence of engaging LEGO-based puzzles. Players found the exploration restricted, with iconic machines like Thunderjaws trapped in Cauldrons, reducing the game’s overall appeal.

9 Star Wars: The Force Unleashed II

An Underwhelming Follow-Up

Star Wars: The Force Unleashed trailer screenshot

2008’s Star Wars: The Force Unleashed became an instant classic, thanks to its exhilarating combat system and compelling storytelling. Fans eagerly awaited the sequel, which was teased at E3 2009 with a dark, cinematic trailer showcasing Starkiller’s inner conflicts and fierce battles.

Subsequent trailers expanded upon this narrative but, much to players’ dismay, several of these moments never materialized in the actual game. The divergence in tone and event execution undermined the genuine excitement generated prior to the launch, leaving many feeling misled.

8 Assassin’s Creed Unity

The Promised Assassin War

Arno Dorian performing air assassination in Assassin's Creed Unity

Ubisoft’s Assassin’s Creed Unity showcased stunning CGI trailers that promised an epic co-op experience set during the French Revolution. The E3 2014 reveal portrayed Arno Dorian alongside fellow Assassins, suggesting dynamic multiplayer elements and a robust narrative.

Unfortunately, upon release, players were met with a disappointing reality where multiplayer featured only clones of Arno rather than unique characters, with minimal representation from other Assassins. The narrative’s depth suffered, contradicting the vibrant world depicted in its promotional material.

7 The Last of Us Part 2

A Missed Larger Role for Joel

Ellie confronting Joel in The Last of Us Part II.

Following the monumental success of its predecessor, The Last of Us Part 2 was advertised as a gripping continuation of Ellie’s and Joel’s journey, promising profound character development intertwined with dark themes. Early trailers emphasized Joel’s potential role, building anticipation for their reunion.

However, players faced shock and outrage as the game killed Joel off early, refocusing the narrative on new characters instead of the expected partnership. This significant narrative shift led to discussions of misrepresentation in its marketing approach.

6 Destiny

A Victim of Internal Disputes

After achieving success with the Halo series, Bungie’s new IP Destiny generated significant excitement when it debuted at E3 2013. The initial presentation emphasized a story-driven, cinematic experience that resonated with fans of Bungie’s previous works.

As the game approached launch, key story elements were modified, leading to a basic launch narrative that failed to meet the expectations set by early marketing. Subsequent expansions improved the storyline, but disappointments lingered from the initial offering.

5 Dead Island

A Jarring Difference in Tone

Initially, Dead Island captivated audiences with its poignant CGI reveal trailer, which presented a heart-wrenching narrative juxtaposed against a backdrop of horror. Anticipation built around its dramatic and emotional storytelling, setting high expectations for the actual game experience.

Upon release, however, what players received was a comedic, action-oriented take on the zombie genre, falling short of the dramatic depth suggested by the marketing. This stark contrast left many, including myself, feeling disillusioned.

4 Star Wars Battlefront II (2017)

A Swift Turn to the Light Side

With the revival of Star Wars Battlefront in 2015, the community demanded improvements for the sequel, leading to Star Wars Battlefront II in 2017. The reveal trailer featured compelling character narratives involving Iden Versio in the aftermath of the Empire’s fall, sparking excitement for its campaign.

Despite these promises, players soon discovered that Iden’s story diverged sharply from the initial impressions, as she quickly deflected her loyalty, altering the anticipated arc. Alongside numerous multiplayer issues, this disconnect from marketing raised several eyebrows among fans.

3 Aliens: Colonial Marines

An Imperfect Organism

Fans of the Aliens franchise yearned for a game that captured the essence of their beloved colonial marines. The highly anticipated Aliens: Colonial Marines was mistakenly showcased with promising graphics and gameplay at E3 2011, leading to enthusiastic expectations among fans.

Contrary to this initial promise, the final product was riddled with technical issues, lackluster visuals, and gameplay flaws, leaving fans disheartened by the discrepancy between marketing and reality.

2 Cyberpunk 2077

A Disastrous Launch

Cyberpunk 2077 best assault rifles ranked - DA8 Umbra

Following the immense success of The Witcher 3: Wild Hunt, anticipation for Cyberpunk 2077 was palpable. Announced in 2012 but only released in 2020, the promotional materials painted a picture of a rich, intricate world filled with diverse gameplay features.

However, upon launch, many of the promised features were noticeably absent, leading to widespread disappointment. The anticipated vibrant environment felt underdeveloped, with players expressing frustration over the lack of character visibility and interactive content.

1 Halo 5: Guardians

Hunt the Truth?

The marketing campaign for Halo 5: Guardians is often regarded as one of the most misleading in video game history. Introduced with a teaser trailer featuring a cloaked Master Chief and themes of betrayal, expectations soared among fans looking for a deep narrative experience.

Over the years, various trailers and promotional content teased a complex storyline surrounding Locke’s pursuit of Chief; however, the final product failed to deliver on these dark, intricate themes, resulting in a game that deviated significantly from what was promised. The feelings of betrayal among fans were palpable, highlighting the potential repercussions of deceptive marketing practices.

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