I'm not a game developer, I'm a retired marketing analyst. I became interested in the Mass Effect brand in 2012 as a direct response to the consumer reaction to ME3. My perception was that ME3's reaction the first major brand equity crisis of the social media age and none of the usual triggers I had seen in equity crisis' in other products.
I had not covered the game industry in my career previously, but had noticed trends in marketing strategies across virtually the entire industry to have products announced with exceptionally long lead times. Games would be announced years before they were made available, sometimes breaking the deadlines set in the original announcement of the product. This year, one development studio appears to have broken from that strategy:-Bethesda. .
I contrast Fallout 4 with ME:A. Both games have similar development times of around 4 years or so, but drastically different marketing strategies. Both were announced at E3, Fallout as a almost delivered game, Mass Effect as a teaser trailer that gives no firm picture of the product. Both experienced consumer excitement to these announcements. But several months later, the perception in social media has major differences
Bethesda announced Fallout 4 to the public when the product was developed and delivered the game within months of the announcement. The game landed with record breaking sales figures quoted of around 12 million copies, $750 million sales. Striking while the market was hot and primed for product, but also striking before anxiety crept into the social media presence of the brand.
That anxiety creates threads like this one. Where people speculate on things they have no information about and the excitement can turn into anxieties. Social media allows the opportunity for them to introduce their anxieties the wider community around the brand. These start to resonate around the echo chamber that is around the brand, picking up momentum when similar minds consider the issues and add their contribution.
It will be intersting to see how the situation plays out when more information is made available.