I can wait
Announcing games too early is a common practice, but Square Enix is the Miles Davis of early announcements.
Famed director Tetsuya Nomura even admitted this recently in an interview with Multiplayer.it, explaining that both Kingdom Hearts 3 and the Final Fantasy VII Remake project were revealed too soon. Speaking to the outlet, he explains his reasoning: “In our case, we receive pressure from the fans even when we do not announce anything. They’re always asking us ‘are you working on this?’ or ‘why don’t you make a sequel for that? Even after the announcement, the situation does not change, because then they’ll move onto asking us ‘when will it release?’ or ‘when will you show a new trailer?’”
Even still, he does say that in these two cases, it was early: “I am well aware of the fact that we announced it too early, but even in the industry, word was beginning to spread that we were working on the game, so we just decided not to keep it more secret and officially reveal it.”
Marketing is a science, and we’ll see more of this balancing act until the end of time — or at least until brands can read our thoughts.