Skate marketing is a breath of fresh air

EA Skate the reboot is on the way, and hopefully it won’t be long before fans turn around and grab their cues again in sprawling urban environments. SkateThe re-emergence of is a unique story in the world of game development. Throughout the 2010s, many believed the skateboarding genre had come to an end after a string of poorly received games and the lack of releases nearly sidelined many popular IPs. However, fans persisted in their demands for a Skate sequel and won the day in 2020 when EA announced that Skate would return with a new studio, Full Circle, leading development.


SkateThe extraordinary development journey of does not stop there and continues to deviate from industry trends. In a time when games are announced far from launch, sit quietly for years, and only show up in the best possible light, Skate stands out for its transparency. Full Circle isn’t afraid to show off the game it’s working on, warts and all, and to be open with the community about its struggles in game development.

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Marketing could use more transparency and communication

Games are getting bigger and development times are getting longer. As a result, many games are announced years before the studios intend to release them and then withhold information from fans for years. star field is a good example, which was officially announced in 2019 but would not receive a full gameplay trailer until three years later at Summer Game Fest 2022. In the meantime, fans would receive information about the game via supposed leaks which left more questions than answers. Fans were thirsty for updates and information on star field but they remained in obscurity for a long time.

However, star field isn’t the only game that has left fans in suspense. Currently, Fable only has a CGI trailer as the only thing fans can hang on to without any word from the developers on how the game is going. More recently, titles like God of War: Ragnarok and Speak are oddly quiet for likely being released later this year. Fans have seen very little of the two games since they were announced. Undoubtedly, game development has been turbulent lately, and many of these games are likely staying quiet in case the studios need more time to flesh out the final product. Despite, Skate has successfully taken the challenge of game development and turned it into a marketing force.

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Skate flips the industry on its head

Skate broke away from current marketing trends the second it was revealed. At EA Play 2020, Skate was announced, and there would be no CGI trailer or logo to accompany the reveal. Instead, fans were greeted by Cuz Parry and Deran Chung, Skatecreative lead and game director. Both said that Skate had a long way to go before it was ready, and the announcement, which was less than a minute long, made it clear that it was just to let fans know that EA was granting their wishes. SkateThe first refreshing move from was to adequately set fan expectations instead of releasing an early trailer and leaving fans wondering what that means for the game’s development cycle.

In 2021, Skate debuted the “We’re Working On It” trailer, featuring mo-cap sessions and rough animation work early in the game’s development cycle, which is often invisible in trailer marketing. Full Circle speaks clearly with the public here and lets fans know that the game is still in early production, but development continues. Recently, Skate debuted another trailer titled “Still Working On It,” which featured “pre-pre-pre-alpha” gameplay footage littered with missing textures and a slew of bugs that have yet to be ironed out. By all accounts, Skate still needs more time before it’s ready, but Full Circle’s transparency on this has been refreshing and reassuring to impatient fans.

Trailers rarely show games in their best form, sometimes even sprucing them up with features that never make it to the full game. In contrast, Full Circle proudly displays Skate in what some would consider its worst and most bare state. Given the positive fan reception to its latest trailers, SkateCommunicative and serious marketing might turn out to be one of the best things a studio can do to promote a game.

Skate is currently in development.

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