Rockstar’s communication – or lack of it – is not something that has gone unnoticed by either fans of the GTA series or the world’s media since the release of the announcement trailer in November last year. It was followed by a period of silence lasting eight months before fans were finally treated to two impressive screenshots in July. The silence continued until the 20th of August, with the beginning of a stream of eight further screenshots, over the course of four days. This change away from the silent treatment points towards the beginning of a wider marketing plan as the eyes of the world’s media watch Rockstar’s every move. It looks as though Rockstar’s marketing machine is gearing up for a big announcement, with recent communications suggesting a fresh release of information within the next few weeks. In the wake of such a long period of silence it might be useful to have a look at Rockstar’s possible marketing strategy; to discover how and why they’ve managed to keep so many of us watching for so long.
Rockstar’s strategy could be seen as an example of what is often termed ‘anticipation marketing’. This refers to how brands create hype amongst fans and the media before the launch of a product. Companies such as Apple frequently use similar techniques, which results in small pieces of official information becoming comparable to gold dust. As simple as it appears, getting fans and the media hyped about a product involves a complicated and well thought out marketing strategy.
One frequently used – and often very frustrating – method of building hype involves the drip-feeding of carefully designed information. In the case of GTA V, this scarcity was taken to the extreme with only an eighty five second launch trailer and two screenshots released within an eight month period. In the case of Rockstar’s releases its design was just as important as its scarcity in building hype.
Both the screenshots and announcement trailer were designed in such a way that they provided very basic amounts of information, about lots of areas within the game. This has allowed fans to use their imagination to speculate and create an understanding of what they believe the game might be like upon its release. You just need to take a look at any active forum to see the depth of analysis and discussion which the released information has lead to. Thousands of ideas and discussions surround every possible aspect of the game. These discussions cannot only be great fun for fans but are fuelling the hype around V without Rockstar spending a penny on expensive marketing practices. They also do another very important thing – give fans a reason to frequently log onto the forums to discuss the game, and continue to look for more information.
When new information is finally released both the forums and media become hives of activity. There is an overwhelming buzz of excitement as fans further their understanding and build hype collectively. The lack of information, although some fans might disagree, exaggerates their pleasure and excitement when new information is released. Although these positive emotions are paired with the distress and frustration of months of silence, it is part of the journey which Rockstar wants fans to experience towards finally getting their hands on the game.
Giving fans a reason to return, in the hope of finding new information is another common feature of hype building anticipation marketing. This is sometimes done by placing a countdown timer on a website or simply by stating ‘more info soon…’. Rockstar’s recent actions have done just that. They have not just given hardcore GTA fans a reason to keep looking, but also anyone with an interest in the GTA series as well as the world’s media. The updated website, the release of a larger number of screenshots in quick succession and the statement “we will be back with some more to see in a few weeks or so” points towards the start of a coordinated marketing campaign which holds a different purpose to previous communications. They appear to be addressing a wider audience, and, as increasing numbers of media sources start to report on their actions the stage is set for the release of something big within the next few weeks.
So what does this mean for fans of the GTA series? From a business viewpoint it makes perfect sense for Rockstar to release a second trailer, a release date or possibly both at some point in the very near future. Recent activities should also be paired with a wider marketing campaign to gain the attention of ‘non-believers’ – yes there are people out there that still need to be convinced to buy GTA V. This should include a wider spread of more detailed information to ensure that it achieves the record breaking sales it is capable of on release. Fans should expect to see more from Rockstar over the coming months. Looking to the future, it looks as though the success of adopting a silent strategy will mean that any communications surrounding future Rockstar titles will continue to be worth their weight in gold.
Before you write off Rockstar’s strategy, I ask you to think about the last game you bought. With so much information now available, by the time you finally buy the game, it can feel as though you have already played through it. What Rockstar is doing doing is keeping an air of mystery and magic around V, something that certainly seems to be lacking today. Would you really prefer GTA V to be mass marketed like every other big release? Or does the silence and mystery add to what will undoubtedly be another groundbreakingly brilliant title?
We are currently seeking GTA V contributors on WhatCulture. To find out more about the perks of being a GTA V contributor, click here.
6 Comments
I honestly believe that their strategy will make people appreciate the game so much more than overly marketed games such as COD or….well, mostly COD. But this is Rockstar. You can tell from their radio stations in GTA that they truly see the world in its rawest, most pure form. They probably took their expertise and used it to make the game so much more interesting in the minds of the player. Rockstar could definitely keep me interested in this game for as long as they please, but I do really hope it comes out by March/May of 2013. If there is a God, maybe 2012 some time. But I do agree with this article. Rockstar is a smart company, they make quality games, with quality marketing.
All about the graphics? The lower graphics only tell me the map will be pretty big. Whatever floats your boat.
It doesn’t work for me because I don’t know anything other than it’s a GTA game. Having so little information really irritates me. I suppose as long as I can read a review to determine if I want to purchase the game when it comes out all will be forgiven.
Great article!!!!
THE BAST article yet. it has no B.S. speculation. The ONLY one that I have read that doesnt have some theory based on “well back in ’04 they released near a full moon so…” I am still anticipating a release within even as little as a month(my foolish wish). Only because, with a game like this, you could ship tomorrow, silently, and you would still sell all copies within the week. 64 dollars times however many they sell is HUGE. Rockstar is still my favorite game company, even though I have never played a Max Payne title. I’m sure they are good games but I love the open world design. The Midnight Clubs and all the GTA titles have kept me very entertained indeed. RED DEAD redemption is EXCELLENT, makes me wish for horses in GTA V. I love that they are bringing back the peddle bikes. and parachutes. excercise? I would guess most of the basics of san andreas will be back. their music selection, for all the stations, opens me up to songs I would have never heard, and cetainly not enjoyed. I thought I hated all country music before san andreas. remember the area 51 style area. Why would an older protagonist slow the game. when you are old you might be slow. but maybe not. I am a huge fan of gta. recall in san andreas inside you had a stealth in the shadows like MANHUNT(disturbing game but innovative). the taxi missions, ambulance, cop missions. pizza delivery was funny you just wing that pie as you drive by. and what I have seen in these screenshots and the one video(it sucks to have no release date) has been plenty worthy of the hype. do you see the size of that mount chilliad? gta has become, for me, ten games in one. crazy taxi(the driving missions) ghost recon(the running and shooting outside). but you have a good pool or billiard games inside. races. delivery missions. darts, swim races. bike races. mountains. forests. deserts. yes… I am a big fan.
On a secondary note if it was Adult Only it will still sell out and they could keep the HOT Coffee as Hot as they want. Many gamers are now in their thirties like me. we will buy a game just to not hear some ten year olds voice and think. wow. even with the level of realism parents still think its not bad for their little child to shoot people in the forehead. and maybe for most its not a problem and will never be. but do you want to be the parent of someone who snaps because they had been seeing, no participating, in extreme violence since they were only a single digit age. its pretty funny that we allow bloodbaths on TV but sexiness has a limit. and I love it all, dont get me wrong. I jsut figure that maybe just maybe there is a small tiny chance that a child that is still forming their minds and decision making abilities and morals should not play ultra violent and ultra fun games for the very reason that they are ultra fun. please parents. young parents. old parents. all parents. play this game, but dont let your kids play this if they are younger than 13, 14 or so. and even then, keep an eye on whether they love sniping from 300 yards out a little too much. and if your 7 year old is really that mature only you can know that. be a parent.
I want to appologize for the typos and length. I had to rant. this silence is taking its toll.