Its more about curiosity. Ads work, because they want to grab your attention.
Mouth to mouth creates curiosity. People tend to be interested, when other normal people talk about those games, instead of ads that appear on a video or a poster. That type of advertisement is useful, because normal gamers tell their friends, who tell their other friends. Its spreads like a rumor.
Curiosity can work as a means of grabbing attention, I agree with that. But WOM as a means of creating a sense of curiosity isn't the only means and I think for a lot of games in particular, can't effectively be the only means of creating it or generating interest in the game. Traditional marketing methods can be specifically curated to tell stories of their own, or tell a certain lifestyle or "vibe", that can inspire people, including many normal folks, into the product.
Advertising, traditional advertising, it can work as a very creative medium because the best type of marketing tends to be heavily creative-driven. Games are heavily creative-driven products, since their purpose is entertainment. WOM works as a supplemental means of marketing, but it's like Twitch streaming when it comes to gaming. You may have a game that becomes viral because of popular streamers playing it, that's WOM. But there's at least one streamer out of that lot, the source, who was probably sold on the game due to seeing it through a traditional advertising route.
People who are iffy about subscrption, are more likely to have other form of subscription.
Normal people dont care about that. First thing they do, is check the price, and what that service offers. 200m joined netflix, because it provides them alot of movies, without spending alot of money on them.
Yes and no. One of the reasons Netflix grew in subscriptions is because people knew they could get shows like The Office and Breaking Bad on it. Stuff they already knew about, stuff they knew about beforehand due to catching it on tv, probably through traditional advertising means.
People weren't subscribing to Netflix just because it was a streaming service offering good value; they knew it also provided movies and shows they already cared about due to seeing those works previously, or seeing marketing for them through traditional advertising means.
The people who care about quality, have bad faith. They all look at the price, instead of the quality.
Look at returnal, and ratchet and clank. short games, but high price. People call it quality games. Are those more quality, than Ori games? Its all about visuals and the price to them, and not the experience. So I wouldnt trust those people. Quality comes from experience, and not just from looks or the price.
Now this is all subjective opinion, and something of a reach. At the very least, you'd get a lot of people who would consider Returnal and R&C as quality as Ori, and you can't shortchange the importance of visual fidelity (or even the perception of higher quality from pricing) in aiding the overall experience. I also personally don't think a game's length should be indicative of its quality; a short game of five hours but leaves an impact through the experience holds more value to me than a long game of fifty hours worth less than the sum of its parts.
And just speaking more in the general market of things, whether you think it a good or bad thing, most people automatically have a perception of higher quality for any type of game that isn't 2D or 2D-like. It's been this way since 1995 more or less once 3D became mainstream in console gaming. Same as how 3D CGI films have an inbuilt perception of being higher quality and value than a 2D animated film these days by many people (at least in the West), and it's basically been that way since the early 2000s'.
That's not me making a judgement of quality on the Ori games, but I also don't agree it's fair to try saying Returnal and Rift Apart aren't quality (or as quality as the Ori games) by metrics which really don't matter.
Twitch, youtube, twitter, reddit and other social media can reach bigger audience. You just have to make the service enticing.
gamepass managed to explode thanx to Zenimax purchase, and 2021 E3. Now activision made it big. So alot of people are keen to what gamepass is offering now.
A service like that, would make MOW advertising effective, depends on what gem is on that list.
GOTG is exploding on twitter now, after square put it on gamepass. Before, Square considered a failure in term of sales.
I still want to clarify that even in those cases, WOM alone is an inferior means of fully effective advertising, even for the big games. First off you have to consider that a lot of the mainstream still don't know what GamePass is; even if they find out, the way Microsoft handles advertising, relying almost 100% on WOM and social media to propel games in the service, isn't going to be particularly effective for a lot of those people.
Take Twitter for instance; if you aren't in a friend group or circle where a group of people are spreading awareness via WOM on a game, you aren't going to know about it anyway. If that circle isn't large enough, that game isn't going to start trending on social media. TBH I have seen games trend on Twitter, but I've never seen any GamePass titles trend there. Maybe I haven't seen enough, but that's been my experience.
It's because of stuff like that why traditional advertising is still a necessity IMO, and will always remain that way. And more importantly, getting back to what my original point really was, even among those "in the know", I just feel that a lot of games that are on GamePass or would be bound to go there in the future (especially as Day 1 releases) would benefit a lot from being focused on in a way where marketing can do an onion layer-like peeling of features or elements of the game, with gameplay updates showing those features, over the course of a few months leading up to launch.
Craft a story around the gradual reveal of the game itself, up to the game's launch. Again, I think they're doing a decent job with Starfield in this regard, though holding out gameplay until a very specific time isn't ideal IMO. My thing is, Microsoft could do this with all of their big games. I don't see why seasonal updates for games that are say a year out from release, can't be done, since they're games which would've already been revealed earlier.