The growing trend of false advertisement…

by on May 16, 2015

than a decade ago video games had more features and complex game mechanics than
one could now dream of  but the technological
limitation left a big mark on the production value. But with the technological
evolution, the expanding of the market and rise of the internet, the production
of video games has been taken to a whole new level and with this the industry
transitioned from smaller projects to a plethora of AAA titles and from
family-like studios to gigantic corporations. What once was mostly the labor of
love of a small group of people has become a laborious work involving hundreds
part of a complex mechanism that is constantly in motion.
While the evolution is normal and we should be extremely
happy for this, not everything moved to the next step and some concepts were
abandoned with time, as profit triumphs over everything else when it comes to a
the growing of the industry, the investments in video games have become
astronomically bigger and so did the expectations for profit. The explosion of
video games conventions, the TV commercials, the social media and the journalists
have become more important in making sure a game reaches as wider of audience
as possible. Marketing has started to play a role just as important and just as
paid as the development process itself and this weird balance and the forced
idea of profit over anything else has brought us to a point where things start
to get out of control.
                It was
expected that most video games would become mainstream and the bigger studios
will start taking increasingly fewer chances with their newer titles and play
it safe. The investments are huge and the profit has to be guaranteed or
otherwise nobody will want to invest in AAA games. And while we like this or
not we have to understand the risk factors when developing a AAA title,
especially for a smaller studio. The real issues is when the developers try to
sell something that isn’t there and this brings this article to the real issue
of today, an issue that has spread rapidly in the last couple of years and to
which there seems to be no solution: false advertisement.
to the law, a physical product should look and work as advertised. If the
product doesn’t respect these conditions it can be returned by the unsatisfied costumer
and the company responsible has to reimburse the client. This law protects against
fraudulent attempts and together with warranty has served the customers well
for many years.
But what happens when an industry doesn’t have any laws?
that can’t be kept are always made during the development process of a game and
this comes mostly from the optimism of the developers thinking they can add
more into a game than their technology, budget or deadline actually allows and
while this is unpleasant and happens often it is excusable as long as the
customer is aware of the changes. But there is a thin line between unrealistic
promises and false advertisement and in the last years this line has been
crossed multiple times.
                First there
was Alien Colonial Marines, a game set on capturing the atmosphere of the Alien
movies by continuing their story. From the first videos released to the public the
game looked amazing and the journalists’ preview demo confirmed the quality of
the game. What nobody knew at that time was that the preview demo was vastly
different and superior to the final product. At launch the players got to
experience an unpolished game with washed up textures, horrible AI and so many
issues that it was barely playable.
This was a huge warning that not everything the developers
show and say can be trusted and a good lesson for those who pre-order games,
but few learned from it
Souls became popular quickly on PC, despite the questionable port with horrible
graphics and fps locked at 30, so it was only natural for Dark Souls II to make
its way to the PC platform. This time around, From Software promised a better
port and overall improved graphics with lavish details and an atmospheric
lighting system. The game looked great in videos, even if the technical part was
a little farfetched for the old generation of consoles. The game was first released
on consoles and it looked heavily downgraded (no shock there) compared to the
presentation trailers and advertisement, but the hopes for the PC version were
still up (why downgrade for PC when this platform can handle it?). With no new
footage for PC close to the release date things became worrisome and people
started to ask questions. From Software took immediate action by removing the
better looking screenshots from Steam. The release came as a confirmation that
the game didn’t look anywhere near like it was originally advertised and while
the graphics on PC are slightly better the game was far from 2014 standards. The
excuse for the old generation consoles was the balancing of the visuals and
resource management during development, the PC downgrade could hardly be
justified and there are no excuses for the lies.
after the Dark Souls II mess, the first truly next-gen title was expected after
a long delay of seven months. Watch Dogs was said to be developed with PC as
the primary platform (we heard this before, remember Battlefield 3?) and
advertised by Ubisoft as a truly next-gen game in both graphics and game
mechanics. The game looked amazing during the early demonstration videos. The
seven months long delay was going to give the developers enough time to polish
the game to deliver “a truly memorable and exceptional experience” (I’ll never
forget what happened). The lack of information related to the PC version prior
to release had a déjà vu feeling to it and a rumor about a downgrade started to
circulate. The videos presented a few days before the release day came as a
shock (for some) and the downgrade was not just a rumor anymore. Despite
looking good the Watch Dogs we knew was not there anymore as it suffered from
what some would call “optimization”. In less than three weeks after release a
modder found some hidden files in the game which could enable the graphic
assets originally shown at E3 2012. Ubisoft responded to this by saying the
game wasn’t downgraded and those old settings have a negative impact on
performance and gameplay. In reality the game run as poorly with those unlocked
settings as it did without them and this raised the question if Watch Dogs was
downgraded intentionally on PC. Despite the controversy and the laughable PR,
Watch Dogs broke sale records for Ubisoft and in less than a year it had over ten
million copies sold.
things like these are expected from big corporation, but you know things are
bad when even Kickstarter projects financed by the fans have the same problems.
Divinity: Original Sin, a highly successful crowdfunded RPG was released
lacking some of the important content that was promised as tier rewards during
its Kickstarter campaign and nobody knew about this until they couldn’t find
those features in the game. While this shouldn’t bother those who didn’t help
finance the game, the backers were let down. The much awaited high end hardcore
dungeon that was presented in a video one year before release was gone and many
players were searching for it in-game. A stretch goal advertised as something
that should be in game that brought Larian Studios more money was removed
without notice.
And the players found out like this:

Witcher 3 is one of the most ambitious RPG in years and the initial footage
shown in 2013 was mind blowing featuring some of the best graphics ever seen
and taking advantage of many of Nvidia’s graphic assets. The thirty-five minutes
demo from 2014 reinforced the technological advancements present in the game
and everyone was optimistic as CDPR are considered by many the saviors of PC
gaming. The first misstep was taken in November 2014 when CDPR announced
sixteen free DLCs for the game making people happily preorder a game that was set
for release in February 2015 just so they could postpone it to May one month
later. We know for a fact that the mouse and keyboard controls were still not
implemented less than a month before the game’s release, hinting that CDPR knew
the game had no chance to release on February so one might wonder if those free
DLCs were just for preorder show. But this was water under the bridge, for a
game of this caliber the developers should take their time and time costs
money, so the true next-gen experience could wait a few more months while
feeding of a few extra preorders.
Elder Blood trailer had the first signs of a visual downgrade and was followed
by a train wreck of complaints and bizarre PR affirmations that in the mind of
skeptics (like me) only confirmed the suspicions related to this matter. Yet
Marcin Momot, the community manager of CDPR, reassured the fans that the
graphic fidelity seen in previous trailers can be achieved on PC. But things
only got worse, the more videos released the more graphic assets were removed
and despite being asked to release a PC video using the Ultra settings, CDPR
ignored this request and kept saying that Ultra settings look better than
anything we’ve seen recently (apparently we should take their word and see at
The last nail in the coffin for the PC version was
the fact that all the preview copies sent to the journalists for reviews were
for the PS4 and we had to wait for release to find out how good the PC version
really is.
Some major gaming websites uploaded videos
showing the Ultra settings and the graphics quality was laughable compared to
what we were expecting. The forums became flooded with angry fans that felt
deceived and the martial law was installed by the moderators for damage control.
Threads were closed and people banned for stating their complaints and I
started to wonder how much more are CDPR planning to sacrifice their fans to
keep on the charade?
the end according to the official sources the differences between the consoles
and PC versions of the game will be: draw distance, resolution, framerate and
Nvidia’s hairworks. Basically from all the fancy graphic assets, the PC gamers
will only have access to some common sense settings and an Nvidia asset for
which they are even mentioned in the game’s manual (…).
The Witcher 3 release story the marketing and certain interests trumped over the
screaming fans that not a long time ago helped this company exist, but
apparently that doesn’t matter anymore (remember Crytek?!). With the game being
released on three different platforms and having over one million pre-orders
despite the controversy, it feels like the PC users are not so important
anymore (add to this the fact that console users can already play the game prior to release, while the PC users have to wait until May 19).
On the brighter side of things, this entire
masquerade might be a wakeup call for many, a bucket of ice cold water in the
face of those who believed that there are saviors out there who separate
themselves from the corporatist interests of AAA video games development. The
reality is cruel and blunt, video gaming is an expensive business and like any
other business it all comes down to money and in this perspective CDPR nailed it
with The Witcher 3.
I don’t want to go as far as to say what
determined CDPR to do this, though it is pretty obvious for me, but I can say I
can’t remember to have seen such a chaotic and weird (avoiding the word
disgusting) marketing campaign in the past. I still don’t know what to expect
from this game in the release day, but my hopes are very low.

would say that the benefit of the doubt should be given to CDPR in this
situation, but I’ve been burned before and considering the secretive attitude
and the almost (such a kind word) insulting marketing and PR campaign I don’t
think it is the case for such thing anymore.
The clock is ticking and the moment of truth is closing in.
The release of The Witcher 3 will mark a turning point for the consumers of
video games. At first I thought it would be the first open world game that does
it right since Gothic and Morrowind’s time, but now it is something much more
serious than that. On May 19 we will have the definitive proof in this matter
and we will know if and how much CDPR has lied to us, from that moment forward,
things will never be the same. If the so called “good guys” did this, we can
only expect the worse from this point forward. One thing I would like to point
out, even if it turns out that this entire controversy was just for the console
sales and the game looks as amazing as it should have, this should NEVER be forgotten.
                Most of
the things I’ve said are related to graphics and while this might sound as me
being a graphics whore, that is the worst possible interpretation of this
article. The problems mentioned above stand as the most eloquent examples of
false advertisement and intentional deceiving by video games producers and most
of the cases are strictly related to the PC version of the games in question.

by the situation, I can only hope that at some point in the future we will
receive the protection required by the law, even though it sounds extreme. To put laws in practice to protect the customers of this
market could be a complicated matter but it seems to be the only option we have
because the trust is long gone… In
the mean time, the only thing we can do to defend ourselves is to stop
preordering video games!



fake journo cherry picked downgrade. its time of day changes and youtube compression. 2 more days till we see it was an upgrade, not a downgrade.

The infection that is Derp80 has already spread to other sites! Oh god.. I'm sorry Nodrim, the only cure is to format and start afresh, completely wipe everything clean, because that's the only way to scrub away the stench.

Oh and great article too, by the way! This false advertising "vertical slice!" bullshit needs to stop. It has long since outstayed its welcome and only the blindest of blind fangirls would deny that it's an incredibly negative and damaging practice.

Hi! My name is russ79! Which means Im before Russ80. Russ80 has some peoblems in life. Pleas don't mind this child!