The launch of Apex Legends in 2019 surprised the gaming world by taking place without any prior marketing campaign. This strategy, although risky, proved successful, as it allowed the game to speak for itself, avoiding the anxiety that often accompanies the expectations of a launch. The developer Respawn Entertainment was able to bypass the usual resistance caused by excessive promotion, which ultimately favored the reception of the title.
Geoff Keighley offered them his position for free for nothing
On the other hand, the recent announcement of Highguard has been received quite negatively. With 2,400 dislikes on YouTube compared to just 500 likes, many viewers have expressed their frustration, comparing the game to previous failures like Concord. This reaction has been exacerbated by the high expectations generated by other impactful announcements, such as that of Monster Hunter Wilds. The similarities between Highguard and Concord have fueled the criticism, and some have suggested that the studio behind Highguard had paid for the showcase time at the event, which turned out to be untrue.
According to reports, showrunner Geoff Keighley decided to highlight Highguard due to his personal appreciation for the game, without any financial exchange for the space at the event. Although Highguard is not considered a bad game, it is perceived as common and uninnovative, contributing to its negative criticism. The lack of a distinctive aspect puts it in a complicated position, as players seem to be looking for fresher and more exciting experiences, thus reinforcing the overall sense of disappointment.
Highguard’s initial strategy to take advantage of a prominent promotional space may have been an advantage, but it now faces the challenge of earning the trust of an audience that feels let down. Meanwhile, the industry watches its development closely, considering whether the success of titles that were initially presented without prior commercial pressure will be repeated.
