Here’s How Sega Thought They Could Sell You A Crappy Kinect Game

Here’s How Sega Thought They Could Sell You A Crappy Kinect Game

Demographic projections. Drip-feed PR. Invoking the name of popular, established games to create interest in new ones. It’s the cold calculus of marketing, also known as everything you hate about modern day video games. Want to know how it works? Here’s a leaked marketing plan from Sega that lays bare the marketing strategy for a recent, terrible release.


Last year when I was still freelancing, I took a demo for Rise of Nightmares and hated nearly every minute of it. I hated how glitchy the experience was, how slow the progression moved and how my arms ached for nothing at the end of it all. I wondered how Sega thought they were ever going to get people to write about or buy this colossal waste of time. The document at this link appears to be an internal Sega marketing run-down of how and when the House of Sonic planned to squirt out information about

Interesting things to note include the hoped-for first-party support from Microsoft — which never seemed to materialise in any great form — and the Reasons to Believe section, filled with thoughts about why Rise of Nightmares might be a success.

The game flopped, of course. No amount of leveraging is going to make a horrible game look good.

Rise of Nightmares proposition document [via Twitter]


  • So Kotaku advertised Rise of Nightmares for months and months just to bash it as soon as the sponsorship terms end….have some journalistic integrity

    • I find it better than taking their money and then saying the game is brilliant if it isn’t because of a payout. That being said, I find it a bit rich that Evan is judging the entire game by the demo and what other people thought about it. Fine for a gamer, but not so much for someone who is supposed to give an unbiased review of the game. That’s where we need to be talking about journalistic integrity.

  • Well, the fact is trying to make an AAA-like game with Kinect is going to generally be a failure; Kinect has it’s niche: rails-type games or arcade-like things, but anything else crumples in a heap when you try and shoehorn mechanics that don’t map onto the human body.

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