Strauss Zelnick, CEO of Take-Two Interactive, has a certain propensity for words, and his last sentence is intended to inflame anyone who counts the days until 19 November. Interviewed by GamesIndustry.biz, Zelnick defines the Netflix debut of Grand Theft Auto VI “one of the appetizers”. If this had not been clear enough, he explained: "There are appetizers, main course and dessert coming." Considering that the same manager had promised a short and intense advertising campaign at the beginning of the year, many expected the culmination of everything to be Grand Theft Auto VI: An External Preview. However, Zelnick tells us it's just a taste before the real promotion begins. For those who do not know, a teaser is the light appetite you enjoy before an important dinner. The decision of Rockstar Games to put on the streaming service the first real gameplay, analyzed here, is only the first bite. Zelnick promises further courses of trailer, shooting and wonder what else between now and the launch date of November 19. In summary, the world's largest game is about to submerge you with marketing, so make room. Defining maximum revelation as a toothpick is analogous to the fact that Zelnick refuses to provide a number regarding the success of GTA 6 pre-orders. If the Estesa Preview excites the audience, imagine what the main dish represents. If it fails, well, it was just an appetizer. The perspicace managing director has already written hype and excuse for the great Netflix revelation of GTA 6 in the same sentence, all the true elements generate friction due to its closure at the streaming service. By the way, you need a Netflix subscription to watch the content live or wait six hours from the broadcast that should also be released on YouTube. Adding to the basic cost of $79.99, the $99.99 Ultimate edition and regions excluded from the debut, the costs are added. That doesn't mean the food is poor. A multi-ported approach is exactly how to promote a game of this size. We have already seen the table set up, from the secretly followed streamers to Netflix that gives way to creators to cover their debut. What is missing is a menu with prices or the idea more vague than what the main dish represents. A second Netflix event? An in-depth analysis of real gameplay? The online operation Rockstar keeps not discussing? So believe Zelnick. On August 27 is the appetizer and it is worth being there, especially considering what is expected from it. Remember, however, that this kitchen makes you pay for the appetizer, guess the main dish and applaud the numbers that will not show you. Bring an appetite, but always keep a hand on your wallet. NON mi convince affatto questa metafora dello "stuzzichino". Zelnick è un uomo d’affari, e lo vedo come una strategia comunicativa progettata a gestire l'ansia collettiva. La risposta evasiva sui preorder, pur confermando il loro successo (secondo quanto riportato da Schreier e Zelnick stesso), non fa altro che alimentare ulteriormente l'hype, spingendo gli utenti verso l’acquisto anticipato senza dare alcuna indicazione concreta di cosa aspettarsi. Immagino che la vera portata del "piatto principale" – il materiale promozionale vero e proprio che arriverà nei mesi successivi – sia pensata per rendere l'antipasto dello stuzzichino insufficiente, costringendo gli utenti a continuare a consumare contenuti e a mantenere alta l’attenzione sul gioco. L'esclusività del debutto su Netflix, con i costi aggiuntivi di abbonamento e le limitazioni geografiche, è un ulteriore stratagemma per aumentare il valore percepito dell’esperienza. Se lo streaming fosse stato presentato come parte integrante della campagna, forse avremmo avuto una visione più chiara di cosa si nasconde dietro la "portata principale". Questo approccio multi-portata, se da un lato dimostra una certa lungimiranza nel marketing moderno, dall'altro mi sembra anche un po’ calcolatore. Mi ricorda il modo in cui Leonida ha gestito la situazione a Port Gellhorn – un controllo totale per evitare che le informazioni trapelassero e influenzassero l’azione. Solo che qui non stiamo parlando di una rivoluzione, ma di un gioco, e, se lo ammetto, l'idea di avere il controllo dell'informazione, anche solo in questo modo, mi fa un po' rabbia.
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