There is no one-size-fits-all strategy to announcing a project, nor is there a one-size-fits-all strategy for promoting a game pre-release. However, the differences in CD Projekt Red and Square Enix’s approach to marketing their biggest titles of 2020 do highlight that some strategies are more healthy and responsible than others. In an age where hype culture is so prevalent in the realm of gaming and in a year where two games suffered significantly different fates in large part due to how they were hyped and presented to the public, the term “hype responsibly” rings ever true.