Hello Games’ new work “Light No Fire” has maintained a fairly low-key promotion rhythm since it was released in 2023. Although players have been waiting for the official announcement of more information, the development team seems to be in no hurry at all. After all, the game has already ranked second on the Steam wish list, and its popularity does not need to be supported by live broadcasts every day.
What else is needed for marketing?
Hello Games founder Sean Murray recently revealed that the team did originally plan to show more content for “Light No Fire”, but after seeing the game’s performance on the Steam wish list, he even began to think: “Why do we still need to do marketing?” The game is currently only behind Valve’s “Deadlock”, and has already left behind the new game that many players are looking forward to. To put it simply, the players themselves have already helped promote it, so why would the team spend money to shout “Come and see”?
The experience of “No Man’s Sky”, I learned it well this time
This low-key strategy is also in sharp contrast to Hello Games’ promotion of “No Man’s Sky” back then. The game was heavily promoted before its release, but in the end it caused controversy due to a huge gap between the actual content and players’ expectations. Looking back now, Sean Murray also thinks that the promotion method back then was quite crazy, so he would rather talk less this time and wait until the game is really ready to show more content.
The biggest question now is when will it be launched?
“Light No Fire” has not yet announced an official release date, but the second place on the Steam wish list has proven that players are paying close attention to it. For Hello Games, there may be no need to rush to prove that “someone is expecting”. Instead, it must first ensure that the game can catch this group of players who have been waiting for several years after its launch. After all, the wish list can be pushed up by expectations, but it is not so easy to pass by expectations after the official launch.