Hype is one of the most powerful—and volatile—forces in the gaming industry. A well-managed pre-launch campaign can turn a new IP into an instant bestseller. But when hype overshoots reality, it leads to disappointment, backlash, and lasting reputational damage.

Studios like CD Projekt Red, Bungie, and Ubisoft have experienced both sides of this phenomenon. Cyberpunk 2077, for example, became one of the most hyped games of its generation, buoyed by cinematic trailers, Keanu Reeves appearances, and ambitious promises. At launch, technical issues and incomplete features led to widespread criticism—despite strong sales.

On the other hand, Elden Ring balanced community expectations with consistent developer messaging. FromSoftware didn’t overpromise; they let the pedigree of Dark Souls and early gameplay previews build anticipation naturally. The result: a critical and commercial success that largely delivered what fans hoped for.

Key elements that influence hype:

• Trailers and presentations
• Developer transparency
• Community involvement (betas, demos, Q&A)
• Media cycles and influencer previews

Hype can benefit a launch in the short term—but it also increases scrutiny. Players come in with expectations not just for quality, but for specific features, polish, and innovation.

Studios that build hype must ask: Can we meet the promise we’re selling? If yes, it creates momentum and loyalty. If not, recovery becomes much harder—especially in the age of instant feedback and social media.