After the not-so-stellar Xbox Series X “gameplay” reveal, Microsoft has responded to the criticism. The company has admitted that it has set the wrong expectations for fans. Microsoft has teased Xbox Series X gameplay for the special Inside Xbox Show, but the gameplay was in short supply as the company issued trailers from third-party publishers and developers. Currently, Microsoft’s Inside Xbox video has 28K dislikes on YouTube, and the comments are full of complaints, with many saying they felt misled and others trying to make light of it with jokes.
The general manager of Xbox Games Marketing, Aaron Greenberg, replied to a tweet from a fan saying:
“Had we not said anything and just shown May Inside Xbox show like we did last month, I suspect reactions might have been different. Clearly, we set some wrong expectations, and that’s on us. We appreciate all the feedback and can assure you we will take it all in and learn as a team.”
One of the biggest culprits was the gameplay reveal trailer of Assassin’s Creed: Valhalla, which was teased by publisher Ubisoft that went live after a Twitch stream that unfolded over the course of a day. What was showed contained no gameplay at all; instead, flashy in-game cinematic camera work. The reaction to this video has been negative, with dislikes and angry comments across the various channels it was uploaded to.
The creative director of Assassin’s Creed: Valhalla, took to Twitter to respond to some fans.
“You rightfully expected to see more today. We have a long marketing campaign ahead of us, you will see in-depth gameplay and get a lot more info about the game.”
“Thank you for your excitement and passion! Be patient with us and be kind. It will be worth it!”
With what’s going on and what’s happening, this brings to mind the question of what gameplay means when it comes to marketing a video game. Based on this week’s showing of Inside Xbox, to Microsoft, this means in-game footage, as opposed to showing how the game might look like when someone is playing it.
Microsoft has promised gameplay reveal for its first-party lineup for the Xbox Series X, such as Halo: Infinite and new games from Obsidian, Double Fine, and Ninja Theory, in July. Hopefully, they will learn from this and show up a bit more gameplay than what we saw this week.