Dead Island grabbed everybody’s attention with one of the most compelling CGI trailers a videogame has ever had. This was later followed with news that the game itself would not be an emotional roller-coaster of zombified children, but more like a cross between Left 4 Dead and Borderlands.
“It not uncommon to start a campaign with a CGI trailer that reveals the setting of a game and subtly hints at the game experience — and the Dead Island short film does that perfectly,” said Deep Silver’s Georg Larch. “I think gamers are well aware that a CGI teaser trailer is not intended to be a 100% duplication of gameplay.
“We always have planned to show ‘in game material’ after the CGI and we have communicated honestly about the game and its key elements in many interviews and presentations. Today the large number of independent online games sites and community discussion creates a very high level of transparency for developers and publishers. It is true that the story of the teaser video has hooked a lot of fans who are now seeing and have already seen more and more of the final game. We believe that this is similar to many other campaigns.”
My main problem was that the second trailer tried to do the same thing, which made the marketing look willfully misleading. Fortunately, everything we’ve seen since then focuses purely on the game, and the game itself is looking damn hot. Good enough for me.