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Poor communication in closed-Beta Trailer?

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3 years ago
Jun 13, 2021, 2:33:04 PM

I want to adress the trailer released yesterday (depending on timezone) that announces the closed Beta of Humankind:


What I take issue with is that the information given in and with the Trailer communicates as though the Beta is allready available.

Such date announcements or disclosures are usually included at the end of such promotion material, yet here no disclosure is given:


I would further argue that the "Pre-purchase now-on Steam and Epic Games Store-& access closed beta" increases the likelyhood of people assuming they can allready play the beta.

A way of disclosure might also be through the video-description (though I've been told nobody reads them) but that, as of right now, also lacks a clarification.


This at least offers a method of adding a disclaimer to it to adress this issue. (yay!)


All arguments so far have been in favor of customer-friendliness and honest communication, but even from a standpoint focusing on business I see arguments in favor of clarification.

The purpose of the trailer probably (and usually) is to build up anticipation or a want to purchase. As this trailer points the viewer towards the assumption that the beta is allready available, there seem to be several results the viewer (at least the relevant ones for the sake of business) can arrive at:


1. people allready backing Humankind. (for disclosure, this includes me)

These will find out the beta is not yet available, dulling the excitement and the resulting social discourse (which would help promote the game). Yet for these people excitement and social discourse is what such a Trailer should inspire, is it not?


2. The people interested in the beta inform themselves on the clear details before pre-purchasing the game.

These will be frustrated about the lack of any form of clarity on the availability and starting date of the beta, as well as the lack of disclosure that suchinformation is missing.


3. people interested in the beta pre-purchasing the game immediately expecting the beta to be available:

Declining interest in the game, negative reviews before release, refunds.


There are more standpoints to view this from, but these, i think, are the ones with negative impact on marketing/business that are relevant.


On a personal note:

I was excited to get to play the beta on a Sunday when I watched the trailer late yesterday evening, only to find out after some digging that it is not yet available, that there is no date for its start and no disclosure where or when to look out for such an announcement.

I have met some Amplitude staff personally in the past so i am fairly certain that these negative problems are not intended.

please at least put a bandaid on the problem and add a line to the description that clarifies from when the beta will be available or when and where that will be announced, so people also know that it is not yet available.


Thank you for reading and have a good day,

Justus

Updated 3 years ago.
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3 years ago
Jun 13, 2021, 2:40:37 PM

Hi, i'm new and i am here for Humankind!

i think, it will be announced tonight in during E3.

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3 years ago
Jun 13, 2021, 2:46:37 PM
CCNL wrote:

Hi, i'm new and i am here for Humankind!

i think, it will be announced tonight in during E3.

That is what I have found looking on the forums here aswell, but not everybody will look here just because they saw the trailer. I for one don't care about E3 and they should not slack off on their own channels of communication because of the E3 announcement. All I am arguing for is to make it clear that the starting date of the date will be announced on their E3 panel (if our info here is correct).

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3 years ago
Jun 13, 2021, 3:04:54 PM

There's this new tweet. In my opinion it is a good hype operation: I'am pawing from yesterday!

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3 years ago
Jun 13, 2021, 3:30:21 PM
maxpower80 wrote:

hello everyone, it's coming ... let's be patient. regards!!

Patience is for the dead. LOL

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3 years ago
Jun 13, 2021, 3:41:31 PM

I try to be a patient person. That being said, I really want to play this game! It was a bit of a downer to see the teaser, and not have any other info out there. I am sure the details will be released soon, but I agree that this take on releasing that info might not have been the best way to do it. I look forward to enjoying the game when I can get to playing it.

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3 years ago
Jun 13, 2021, 3:51:09 PM

I'm firmly in the "oh cool an open beta!" - checks steam, checks here, can't find a single piece of information on the open beta - "well F you then".

As someone who avoids social media in general, doesn't give a shit about E3, and watched the video on mobile where you can't even see the description without trying, It literally just sounds like lying. The marketing people need to assume that that trailer is the ONLY thing people are going to see. If I was any less invested I would be refunding my pre-purchase right now. Big fuck up from the marketing department here.

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3 years ago
Jun 13, 2021, 4:33:53 PM

Well technically the only mentioning of the beta outside of the title is on the last slide of the video. But it doesn't say access it now, it only says that by pre-purchasing you can access. Sure maybe they could write it more clearly for some people, but I don't think the problem is with their communication, but with people jumping to conclusions based on little information instead of first getting more information. If you want to get excited about playing the closed beta you can, but it's also on you that you get disappointted, releasing such trailers before the product is actually available happens all the time.

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3 years ago
Jun 13, 2021, 4:53:46 PM
Akaelnyl wrote:

Well technically the only mentioning of the beta outside of the title is on the last slide of the video. But it doesn't say access it now, it only says that by pre-purchasing you can access. Sure maybe they could write it more clearly for some people, but I don't think the problem is with their communication, but with people jumping to conclusions based on little information instead of first getting more information. If you want to get excited about playing the closed beta you can, but it's also on you that you get disappointted, releasing such trailers before the product is actually available happens all the time.

well technically you are right, there is no obligation for them to clarify the specifics about the beta to their customers in the trailer. As I have argued it is still within their interest to do so, because even if people inform themselves before just jumping ahead to prepurchase, it still leaves at least some of them frustrated (as underlined by some others who have posted in this thread) and dampens the hype build by the trailer. Even though the purpose of that trailer is to build hype.

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3 years ago
Jun 13, 2021, 6:13:29 PM

I do understand your frustration but have to agree with others on the forums here who point out this is not exactly unusual for a game company. Furthermore, game companies are often the kings of deceptive practices as gamers are prone to falling for them. Sure, it angers them but never so much to make enough people ask for reimbursement that it makes them change their ways. On top of that, Sega may be even more prone to using these tactics just take a look at the DLC regime they've built with CA for the Total War line...you pay for blood there. Literally.

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3 years ago
Jun 13, 2021, 7:42:42 PM
rasta013 wrote:

I do understand your frustration but have to agree with others on the forums here who point out this is not exactly unusual for a game company. Furthermore, game companies are often the kings of deceptive practices as gamers are prone to falling for them. Sure, it angers them but never so much to make enough people ask for reimbursement that it makes them change their ways. On top of that, Sega may be even more prone to using these tactics just take a look at the DLC regime they've built with CA for the Total War line...you pay for blood there. Literally.

It may not be unusual for game publishers but I am fairly certain that there is enough evidence that companies who dabble in such miscommunication consistently suffer long term losses. The important question here would be who was responsible for that trailer; Sega or Amplitude? As far as I know, Sega leaves a lot of these things to be done in house by Amplitude, that is why I was adressing this here. Since I got to know them I assumed that they care enough about their community and/or public perception to be clear about something like this. So I would rather get a statement on this from them than other people jumping in to defend them with arguments that ride the lines of "but others are ruthless too" or "they are not obligated to care about you".


edit for grammar

Updated 3 years ago.
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3 years ago
Jun 13, 2021, 8:55:35 PM

Hi, I'm new as well ^^

Honestly, I am also a Paradox gamer, and I can assure you that deception and teasing aren't so uncommon.

From what I've seen since now, Humankind and Amplitude studio in general are slowly cooking the game, taking time for refine and make a savory game.


Now I talk as the "random gamer": I already had some nibbles for judge. 

  • This game is called the "Civ 6 killer". This put me (and will put all the present and future clients) in the order of ideas to compare Civ 6 and humankind. I'm a quite of fan of Civ 6 so I approached Humankind with this expectation, to find a game that challenges Civ 6.
  • I then watched gameplays. I immediately found some differences between the two games and some similarities. I am not a fine judge about 4x but I found the nick very appropriate. Civ 6 was a bit of "table top game" and, although this isn't a buzz kill, it kind of kills the competition. Sometimes decisions are made by the "steps" you want to take: I often built a Wonder instead of another because I needed to reach a certain cap of food/gold/production, this even if I wanted to build another building  for "harmonic" purposes (I need a prophet? I'll build the Mahabodhi wonder, although I was trying to use only European architecture). Also leaders and nations counted only for their "lore" and some bonus sprinkled in it. I won diplomatically with Catherine de' Medici, to say, but I could have as well won it with Pericles or Saladin, and Catherine could have mothered the Scientific or Religious victory. Victory was something that you chose at the start of the game, you worked through it and it was just a combo of ability and set difficulty. I didn't see this in Humankind: victory is defined by a number. However you reach the point is up to you. This makes the strategy much more personal and free: Do I wanna build the Colosseum instead of the Colossus? I just have to keep in mind that will make a certain bonus, which I will balance with some appropriate game choices. There's not a better/worst difference, but a strategy difference.
  • I then decided to took the preorder. I paid for it...and nope, there wasn't. I didn't get angry though, both because I can always ask for a refund if I don't like the game and because if anything I could join the closed dev, which is something I know that was possible (thanks to GamerZakh) and I, strong from the previous analysis, was proud to take part to this activity. 
I don't feel betrayed because I paid for the preorder so the beta version which I can access to is a plus, is something more I can have. 
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3 years ago
Jun 13, 2021, 9:30:24 PM
LoopBank wrote:

Hi, I'm new as well ^^

Honestly, I am also a Paradox gamer, and I can assure you that deception and teasing aren't so uncommon.

From what I've seen since now, Humankind and Amplitude studio in general are slowly cooking the game, taking time for refine and make a savory game.


Now I talk as the "random gamer": I already had some nibbles for judge. 

  • This game is called the "Civ 6 killer". This put me (and will put all the present and future clients) in the order of ideas to compare Civ 6 and humankind. I'm a quite of fan of Civ 6 so I approached Humankind with this expectation, to find a game that challenges Civ 6.
  • I then watched gameplays. I immediately found some differences between the two games and some similarities. I am not a fine judge about 4x but I found the nick very appropriate. Civ 6 was a bit of "table top game" and, although this isn't a buzz kill, it kind of kills the competition. Sometimes decisions are made by the "steps" you want to take: I often built a Wonder instead of another because I needed to reach a certain cap of food/gold/production, this even if I wanted to build another building  for "harmonic" purposes (I need a prophet? I'll build the Mahabodhi wonder, although I was trying to use only European architecture). Also leaders and nations counted only for their "lore" and some bonus sprinkled in it. I won diplomatically with Catherine de' Medici, to say, but I could have as well won it with Pericles or Saladin, and Catherine could have mothered the Scientific or Religious victory. Victory was something that you chose at the start of the game, you worked through it and it was just a combo of ability and set difficulty. I didn't see this in Humankind: victory is defined by a number. However you reach the point is up to you. This makes the strategy much more personal and free: Do I wanna build the Colosseum instead of the Colossus? I just have to keep in mind that will make a certain bonus, which I will balance with some appropriate game choices. There's not a better/worst difference, but a strategy difference.
  • I then decided to took the preorder. I paid for it...and nope, there wasn't. I didn't get angry though, both because I can always ask for a refund if I don't like the game and because if anything I could join the closed dev, which is something I know that was possible (thanks to GamerZakh) and I, strong from the previous analysis, was proud to take part to this activity. 
I don't feel betrayed because I paid for the preorder so the beta version which I can access to is a plus, is something more I can have. 

I would invite you to read my initial post again. I never assumed a position to speak for "all the gamers", nor did I argue for some "majority of the people are upset"


to quote myself: "There are more standpoints to view this from, but these, i think, are the ones with negative impact on marketing/business that are relevant."  (relevant to business decisions)


If you took no issue in this that is great, but it does not address the issues I have raised.

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3 years ago
Jun 13, 2021, 9:47:58 PM

The closed beta is now available.

Bon Appetit!!! 

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3 years ago
Jun 14, 2021, 8:24:29 AM
Ahlpha wrote:
LoopBank wrote:

Hi, I'm new as well ^^

Honestly, I am also a Paradox gamer, and I can assure you that deception and teasing aren't so uncommon.

From what I've seen since now, Humankind and Amplitude studio in general are slowly cooking the game, taking time for refine and make a savory game.


Now I talk as the "random gamer": I already had some nibbles for judge. 

  • This game is called the "Civ 6 killer". This put me (and will put all the present and future clients) in the order of ideas to compare Civ 6 and humankind. I'm a quite of fan of Civ 6 so I approached Humankind with this expectation, to find a game that challenges Civ 6.
  • I then watched gameplays. I immediately found some differences between the two games and some similarities. I am not a fine judge about 4x but I found the nick very appropriate. Civ 6 was a bit of "table top game" and, although this isn't a buzz kill, it kind of kills the competition. Sometimes decisions are made by the "steps" you want to take: I often built a Wonder instead of another because I needed to reach a certain cap of food/gold/production, this even if I wanted to build another building  for "harmonic" purposes (I need a prophet? I'll build the Mahabodhi wonder, although I was trying to use only European architecture). Also leaders and nations counted only for their "lore" and some bonus sprinkled in it. I won diplomatically with Catherine de' Medici, to say, but I could have as well won it with Pericles or Saladin, and Catherine could have mothered the Scientific or Religious victory. Victory was something that you chose at the start of the game, you worked through it and it was just a combo of ability and set difficulty. I didn't see this in Humankind: victory is defined by a number. However you reach the point is up to you. This makes the strategy much more personal and free: Do I wanna build the Colosseum instead of the Colossus? I just have to keep in mind that will make a certain bonus, which I will balance with some appropriate game choices. There's not a better/worst difference, but a strategy difference.
  • I then decided to took the preorder. I paid for it...and nope, there wasn't. I didn't get angry though, both because I can always ask for a refund if I don't like the game and because if anything I could join the closed dev, which is something I know that was possible (thanks to GamerZakh) and I, strong from the previous analysis, was proud to take part to this activity. 
I don't feel betrayed because I paid for the preorder so the beta version which I can access to is a plus, is something more I can have. 

I would invite you to read my initial post again. I never assumed a position to speak for "all the gamers", nor did I argue for some "majority of the people are upset"


to quote myself: "There are more standpoints to view this from, but these, i think, are the ones with negative impact on marketing/business that are relevant."  (relevant to business decisions)


If you took no issue in this that is great, but it does not address the issues I have raised.

My point of view was that of a random client, not much more. 

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3 years ago
Jun 17, 2021, 1:55:41 AM

What it might feel like - communicating a time-frame for game play vs treating the open dev community like addicts ... but I can attest the discord is over run with interest in playing the game. 

Updated 3 years ago.
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