Square Enix’s questionable marketing strategy

Avengers, Verizon Edition

Reversing the bad buzz around Crystal Dynamics’ Avengers game is like flipping an aircraft carrier, and publisher Square Enix seems to be doing everything possible to turn the wheel the wrong way.

Avengers has been the subject of a series of advertising campaigns, arguably devised by Square Enix, which range from heinous to downright damaging to the game. The first and most important of these is Square Enix’s contract for a official agreement with PlayStation where Spider-Man will be offered as a superhero exclusive to that platform. And while this is in part tied to Sony’s rights (the deal is basically for Sony to get Spider-Man or no one else to get him), the deal goes way beyond that. Sony players will have exclusive, time-limited access to new character skins upon release, for example.

A game made in Sony?

Sony already got the first beta access, which I believe made the narrative, which should be easy, of “actually, Avengers playing better than it looks”, because if few people experience it this weekend (the beta goes to the opening for the PS4, to pre-order only for Xbox and PC next time, then finally to open for all after that). Limiting the beta to pre-orders (boring) and making it platform exclusive on the first weekend (doubly boring) is a really bad idea for a game that needs all the positive buzz it can have right now. .

Surprise! The Marvel’s Avengers Pre-order BETA for PS4 is now LIVE worldwide. Because we ???? you. #Reassemble pic.twitter.com/2DgT56gRDz

— Marvel’s Avengers (@PlayAvengers) August 7, 2020

But the list goes on. There are regular bonuses for cosmetic pre-orders, there are other deals with a bunch of other brands that I’ve seen YouTuber SkillUp start to compile. In fact, I was a bit charmed by the crossing Fortnite/ Avengers that gave players a Hulk Hand Pickaxe to complete beta challenges, but the rest are more like date corporate nonsense.

Bonuses in spades

There is a set of Verizon-themed skins (at least as far as color is concerned, see the main image in this article) for customers of this phone service. There is an agreement with Wrigley’s gum and Virgin Media, although it is not yet clear what it really is.



In the month leading up to launch, gamers should get their hands on the beta, and the game’s narrative should be “actually, it’s pretty fun,” at least for most people. We should see more War Table videos and awesome trailers. The last Avengers trailer I saw? One from Sony called “PlayStation Advantage”.

Sigh.

Follow me on Twitter, Youtube and Instagram. Pick up my novels from science-fiction Herokiller and Herokiller 2, and read my first series, The Earthborn trilogy, which is also on audio book.

45seconds is a new medium, do not hesitate to share our article on social networks to give us a solid boost. ????