The future is black, announces the trailer for Call of Duty: Black Ops II. The next iteration of the popular first-person shooter hardly needs any marketing campaign: immediately after the official announcement, the gaming press diligently started to operate as an extension of Activision’s PR department. Small and big media scrambled to produce the most comprehensive list of features, talking polygons and frame rates, revealing plot fragments, speculating on new gameplay additions that may or may not rejuvenate the trite shooting genre.