How to build a Hype Machine

Normally when they’re building a machine, Privateer Press is building a war machine… Warmachine… get it?

Anyway. They’ve been building a hype machine.

I mentioned last month that they announced a third edition to the rules for Warmachine and Hordes, and since then, they have been dropping spoilers on a week-daily basis. Official information releases, answers to questions on their forums, tweets, official “leaks” from distributors and game stores and press sites…

Just a little bit, each day.

They seem to have started with a lot of the bad news, trying to soften it with some good news and also with some question answering and discussion. They are moving further into stuff that is less changed or more positive. Or things that we really just have big question marks about – things that weren’t commonly played in the current rules.

And it’s been great – something to look forward to each day, a whole bunch of excitement for the game. They’re giving us time to get past some of our anger, fears, and trepidation. Time for the trolls to get some of their trolling out of their systems, before we get to actually play with these rules.

So that’s why it’s sad that, today, someone leaked a bunch of rules images that had the word “Confidential” stamped all over them.

There’s a few things they have done that were really good. A limited window of time for things to go wrong – the rules will be available online June 11, and the first new releases will come out at the end of June. Lots of spoilers to keep us both interested and satisfied. Discussion with the community about how and why on many of their decisions.

I could see, if they had said “new edition coming, PEACE” and there had been no more info… yeah, the first person to get their hands on something was going to leak it. Or with a long enough window of time. Or any number of other scenarios. Think of how spoilers and these things explode online. But I feel like they’ve handled this really well, like there isn’t nearly so much of a “need” from the community to get more spoilers. It’s less than a month now!

So yes, how do you build a hype train? We’ve seen several recently that have worked. Star WarsCivil War. But I think better than those has been the one for the new editions of Warmachine and Hordes, with a shorter wait time and far more information, which provides far more room for our theories and and musings. The last step will be living up to the hype: will a great game exist at the end of this process? Right now, I’m thinking so!

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2 responses to “How to build a Hype Machine

  1. Pingback: New Edition of Warmachine and Hordes – First Impressions | Comparative Geeks

  2. Pingback: New Edition of Warmachine and Hordes – First Impressions – Comparative Geeks

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