The Electronic Entertainment Expo is just around the corner, and there’s always a great deal of hype and zeitgeist generated by the teased, shown and playable games. It’s one of those times where it’s easy to get kind of swept up in the moment, losing sight of the fact that you are being messaged the whole time. Developers and publishers want you to think of their game above all others, and they also want to show you their games in a very favourable light. This can lead to hyperbole during the show and then a crashing reality once the game actually ships (or is delayed). It doesn’t mean games at E3 won’t end up being great games. On the contrary, many games at E3 will end up delivering the goods. But we all have to understand that E3 is a big marketing machine, first and foremost.
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