Publishers can't wait to flaunt their new project as early as possible to get the pre-orders rolling in keep fans in the loop. However, dropping the name a full year before a sample is in consumer hands is only detrimental to a games future. It's happened countless times: promises build expectations, an absence of referential content can only fail those expectations, and suddenly a games on its way to vaporware status in the public eye. This can all be avoided by keeping a project in the nest until its truly ready to fly. Dont just force an announcement of an announcement of an announcement out the door in a desperate attempt to reserve a seat at the cool kids table. Hang onto the juicy details and screenshots a bit longer to save up for one fireball of a reveal, and back it up with in-game details.