Highguard’s Silent Launch: A Case Study in Modern Game Marketing-or Lack Thereof
The gaming world anticipated blockbuster announcements at last year’s Game Awards, perhaps even a reveal of Half-Life 3. Instead, Geoff Keighley unveiled a trailer for Highguard, an unknown hero shooter, a reveal that was met with immediate and widespread criticism. Now, as Highguard prepares to launch on Steam next week, the studio’s continued silence is fueling further debate about the evolving relationship between game developers and thier audiences.
The initial reaction to Highguard was overwhelmingly negative. Many viewed the game’s reveal as an uneventful moment, and subsequent attempts to discuss the game have been met with a similar lack of enthusiasm. “We’ve had to settle for generic declarations of Highguard’s cookedness,” one observer noted, highlighting the lack of substantial content to critique.
This situation taps into a broader trend of distrust surrounding new games, particularly within the hero shooter genre. The decision to forgo public beta testing has also raised eyebrows, especially considering the recent approach taken by Bungie with its Marathon playtest. Bungie actively incorporated player feedback, slowly shifting public perception of the game. Highguard,however,is opting for a “drop” release,a strategy some find perplexing.
Despite the intense scrutiny, the game’s creators may be justified in avoiding direct engagement with the online community. As one developer shared on social media, they received over 75 negative quote retweets simply for expressing excitement about their work. “Day 1 of being a game dev with a public-facing game and I got 75+ quote retweets personally ripping me apart, simply for being excited to share what I poured myself into for years,” they stated. In such a hostile environment, allowing the game to speak for itself may be the most pragmatic approach.
There’s no inherent wrongdoing in a team of experienced developers-previously involved with titles like Titanfall 2 and Apex Legends-creating another game in a popular genre. However, the current climate demands constant communication, a stark contrast to the past. The Web 2.0 era has fundamentally altered the dynamic between developers and players.
“Back in the day, you didn’t hear from game developers except in occasional magazine interviews and at fan conventions,” a source recalled. “They released games, we played them, and then we shouted at each other about them until they released the next one. They weren’t required to listen in.”
That era is largely gone. Today, developers are expected to actively engage on platforms like X and Reddit, often to address fan concerns and quell potential “uprisings.” This expectation isn’t universally attainable, particularly for smaller, self-published games or developers from marginalized backgrounds who are frequently subjected to personal attacks.
As X becomes increasingly toxic, its possible we’ll see a broader retreat from the constant feedback loop. In the case of Highguard,the relentless cynicism and demands for clarification have ironically piqued the interest of some. “that’s probably just reflexive rebelliousness against a perceived consensus,” one commenter suggested.”Or maybe the silent treatment works well on me.”
Ultimately, the success or failure of Highguard likely won’t hinge on the amount of marketing it receives. People will try the game, they’ll form their own opinions, and this entire episode will likely fade into the digital background. People will try it, they’ll like it or they won’t, and this whole non-scandal will just scroll away into the past.
Highguard World premiere Trailer from The Game Awards 2025 – YouTube
A selection of youtube videos discussing Highguard’s lack of marketing and perceived flaws can be found here: ENDYMIONtv, Act Man TV, and vara Dark.
