This trailer has gotten a lot of people up in arms over how bad it is. Especially how it ridicules an aspect that is prevalent in their target demographic with the reference to the stereotype that nerds are lonely losers without a social life.

Cry like an anime fan on prom night

It’s a great example on how the people that do the marketing for games have no clue about how their customers work, what they like, or what will make them buy products. What gamers seem to forget is what their role, and the role of this particular trailer, is.

Ignore the actual game and whether or not it’s any good for a while and let’s talk about marketing. The whole point of marketing is creating awareness; hopefully to sell a product, but mainly to create awareness and implant the knowledge that the product exists in the first place.

What gamers did was spread the word over how bad this commercial was. And as it spread, more and more people became aware that the game exists. No matter how bad the trailer is, the information got out there. And there might have been some people that thought “That is really dumb… but the game looks like it actually could be fun”.

Gamers seem to forget is that that trailer wasn’t for them

The second part that gamers seem to forget is that that trailer wasn’t for them. Gamers that are in the loop and try to keep current already knew that Mighty No.9 existed. They knew the pedigree of the product. And the decision of whether or not they were going to play it had already been made. And that makes them useless to the marketing department in this instance.

And there already were other trailers that showed the people in the loop what they wanted. But those trailers didn’t go viral, because they weren’t controversial. They didn’t ridicule an aspect of geek culture, and so there wasn’t any particular attention drawn to it. The theme was the same, but the target wasn’t the same. It wasn’t meant for the “dudebros” and the rest of the world that didn’t know about Mighty No.9 already.

There was an even earlier trailer for the purists.

But gamers will be watching a game, waiting for news and trailers about it, thinking that they’re owed something by the developer and publisher. They forget that it is a business and that in the end they’re being sold a product, just like any toothpaste trying to be THE toothpaste that you use. And then they will pre-order and buy season passes, hoping for the industry to change.

Of course there are exceptions and good marketing for video games out there. But even those are just using a different approach to reach you as a consumer.