Sega and Atari’s high-budget pranks prove regular marketing is dead

Gaming studios are finally treating their marketing like cinema, but it’s telling that it took a fake holiday to make them brave enough to be weird. Sega and Atari are pouring more high-production soul into 'OnlyPaws' and tactical cat squads than they do for their actual tentpole launches. It’s a damning indictment of the industry when the only time we see genuine aesthetic purity is when it’s wrapped in a 'just kidding' disclaimer. I’m not laughing at the jokes; I’m laughing at the corporate cowardice that keeps this level of creativity locked away the other 364 days of the year.

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