One of the interesting problems that the entertainment industry must confront in an economic downturn is finding a way to turn consumers onto new characters and games. In regards to video games, people are more inclined to spend money on sequels and games they’re already familiar with because of the supposed quality assurance. At the very least, even remaking an old classic banks on people’s nostalgia and will score a few buys. So D3 Publisher’s ad team at Maverick Public Relations had a major problem when they were handed a brand new, original Intellectual Property (IP) involving a protagonist named Matt Hazard. It involved guns, grizzled space marines, and most dangerous of all, comedy. Naturally, since they didn’t have any nostalgia or pre-existing fan base to work with, they did the next best thing and made one up.
Starting with a satirical fan site, the ad team created a long and sordid history for the Matt Hazard franchise. What began as a successful 8-bit Arcade game led to success on the consoles, 3D shooters, and adventure games. Alas, the IP had its weak moments as well such as creating bizarre spin-offs like a go-kart game and replacing an old game with Matt Hazard images. Everything from Super Mario Brothers to Duke Nukem get a smart-ass nod in the long catalogue of games such as ‘A Fistful of Hazard’, ‘Goonzilla Versus Matt Hazard’, and ‘Choking Hazard: Candy Gramm’. The website has been followed up by a mock blog created by a developer ranting about the industry and the downfall of the Matt Hazard IP he worked so hard on. It also contains the ominous screenshots of a new game that will redeem the doomed franchise. A recent Youtube video, featuring an interview with Matt claiming he nailed Lara Croft, ditches any doubts about how far they’re willing to take the joke. As commenter Lord Andrew notes on one website, “Oh man, this **** is awesome. Bring on the Hazard!” For a good interview with the ad team, check here.
I don’t normally take much interest in games that aren’t available yet just because we all know the only true test for a video game is playing it yourself. Still, one has to pause and admire a good advertisement sometimes. Given the economy and forecasts for doom & gloom in the months ahead, perhaps the ad team realized that people could use something far more important than a fake history or familiar franchise. They could use a good laugh.