Square Enix, the company behind Deus Ex: Mankind Divided, ran a very interesting and mysterious campaign on Twitch. During a three-day livestream, they never mentioned Deus Ex: Mankind Divided and it wasn’t until the end that they offered us a look at the game.
Square Enix global executive brand director for Deus Ex at Eidos Montreal, Andre Vu explained more about their strategy behind this campaign for Mankind Divided.
The experience was told through what was, at first, seemingly an innocent prisoner being interrogated. In the end, it was revealed that he was, in fact, a mechanically augmented terrorist, and those who were interrogating him were actually cops, who left no stone unturned in their attempts to get to the truth. The world of Deus Ex is not black and white, and this is the type of messaging we tried to push to the forefront throughout the Twitch campaign.
Marketing a game, creating a buzz without even telling fans what it is, may seen a bit odd to some but it isn’t uncommon. However, Square Enix took it to a new level and approached things differently.
It looks like they wanted to reach a fanbase that goes beyond Deus Ex, they wanted to reach more people and surprise them with their new game. In fact, that is indeed the case which is also suggested by the developers choosing to run said campaign under the banner of Square Enix.
Running it under Eidos Montreal would have been too obvious.
I do believe that, in general, the exposure of a game announcement shouldn’t be limited to its core audience. Deus Ex: Mankind Divided’s themes (transhumanism, technological progress, world conspiracies etc.) are universal, and I do believe that it can touch a wider audience, even moving beyond gamers themselves.
It’ll be interesting to see how they choose to proceed in the future. Deus Ex: Mankind Divided is without a release date, but is going to hit PlayStation 4, Xbox One and PC. To read more, follow the link above.