Shuhei Yoshida Explains Until Dawn's Weak Marketing Push

Supermassive Games’ Until Dawn released back in August, and got favorable reviews overall, and an 8.5 from us.

Although the game was good enough to be a hit, it didn’t get much in terms of marketing. Sony Computer Entertainment Worldwide Studios President Shuhei Yoshida explains the situation, and how they handle the marketing of each game individually.

“Each region has its own marketing department with its own goals for a year and its own budget for the year. Of course there are lots of relations among the regions and Worldwide Studios, but differences could be based on the popularity, like of the genres or titles. Each marketing department makes the final decision how much a particular product gets pushed.”

He said that they gave it an “additional marketing push” after they saw the positive reaction.

“That said, sometimes games like Until Dawn find great reception from reviews and consumers after launch. In that case, some additional marketing push can be created to sustain the momentum post-launch. I hear great support continuing in all regions [for Until Dawn]. It’s not like Uncharted, but still, our marketing departments are responsive to the reactions from consumers.”

In August, Until Dawn topped YouTube’s Trending Games list.

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Mostafa Hossam

My main and favorite thing to do in my life is play video games on my PS4 and admire the work that has been done in each game whether it's an AAA or an indie. Games are games no matter how many people develop it, it's the passion and hard work behind it. I am a crazy fan of Game of Thrones and love to read National Geographic magazines.

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