Betas have become a popular marketing tool in recent years. It’s odd when you think about it. We praise “polished” games but jump through marketing hoops to play an unfinished one. Personally, I think it’s the industry’s insane demand for the new, New, NEW that drives us to consume that NEW thing even through it’s not actually complete. But that’s a discussion for another blog. For now, I’m more interested in what happens when this marketing train flies off the tracks.
This year we’ve had four major betas: Gears of War 3, Uncharted 3, Assassin’s Creed: Revelations, and Battlefield 3, the latter of which has become a cautionary tale of how not to do a beta.