There’s something that’s always bothered me about games PR and marketing: some companies turn out hype copy that’s either grammatically incorrect, soulless, or nonsensical. Stuff that reads more like a frantic commercial software pitch than an attempt to capture my imagination. It’s true for plenty of products, yeah—I mean, this is the whole point of having television commercials—but it usually only bothers me when it’s for games. See, try reading the new XCOM FPS’s press release aloud:
XCOM is the re-imagining of the classic tale of humanity’s struggle against an unknown enemy that puts players directly into the shoes of an FBI agent tasked with identifying and eliminating the growing threat. True to the roots of the franchise, players will be placed in charge of overcoming high-stake odds through risky strategic gambits coupled with heart-stopping combat experiences that pit human ingenuity – and frailty – against a foe beyond comprehension. By setting the game in a first-person perspective, players will be able to feel the tension and fear that comes with combating a faceless enemy that is violently probing and plotting its way into our world.
It’s miles better than a lot of other stuff out there, but it still fights my tongue: I feel like I want to pause for a comma, but I never get a chance. The second half tends toward evocative description, but it’s not enough to make up for OVERCOMING HIGH-STAKE ODDS THROUGH RISKY STRATEGIC GAMBITS COUPLED WITH HEART-STOPPING COMBAT EXPERIENCES et cetera et cetera.
PR people sometimes seem to think that LOTS OF WORDS WITHOUT STOPPING is better than dramatic pacing. Have they been locked to a certain number of sentences? Is there some company rule commanding that “YOU ARE LIMITED TO ZERO COMMAS,” or something like that? Maybe every PR staffer contributes one ‘exciting’ phrase to a giant bucket, and their team leader stays up until four in the morning trying to figure out how to fit them all into a hundred words? I sometimes feel like these things are written by robots or Pinocchio-boys who desperately want to understand human ecstasy: they grasp helplessly at words while we pity them for their sterile alien minds. It’s almost wistful, it is.
Passion’s the thing here—why do they dance around the original game so much? Why not reference it directly? So many wonderful things have been written about X-COM that it this marketing fluff seems even more out of place to me than it normally does: ever since I started keeping up with games journalism about five years ago, I’ve been constantly impressed by the enthusiasm great writers have for X-COM. Alec Meer wrote a powerful account of his youthful collision with the game only a few days ago, and it made me want to run out immediately, find a copy, and slobber all over it. It grates against my sense of justice, this marketing nonsense does. There should have been some genuine emotion here—I mean, if any game has really grabbed people by the hearts and the brains simultaneously, it’s X-COM. There are a bunch people out there who could have made pretty words about the new game. It shouldn’t have been hard to put together a release that’s more– more on an emotional level– than just a picture and a paragraph. If they’d done that, the response might not have been so hypercritical.
I know this is not terribly important. It’s just that XCOM is the thing this week, and for once, the Thing of the Week demonstrates a long-standing pet peeve of mine. I mean, take a look at this blurb about Assassin’s Creed from Steam:
Assassin’s Creed™ is the next-gen game developed by Ubisoft Montreal that redefines the action genre. While other games claim to be next-gen with impressive graphics and physics, Assassin’s Creed merges technology, game design, theme and emotions into a world where you instigate chaos and become a vulnerable, yet powerful, agent of change.
It sounds like the kind of thesis proposal I would churn up at two in the morning on a Sunday.