Devin Nash
@devinnash·140K subscribers·432 videos
shadow drops are a nonsense way of doing video game marketing
Posted
February 25, 2026
Views
9,123
Likes
387
Comments
118
Engagement
5.54%
February 25, 2026
9,123
387
118
5.54%
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This is a video rant about marketing strategies that video game companies use and the worst one I've ever come across. Specifically this covers the concept of "shadow drops" - "surprise releases" of video games and why they are often the worst video game marketing strategies, leading to high-profile game failures like Highguard and an underwhelming launch for Diablo 2 Resurrected: Reign of the Warlock.
It blows my mind that this is a marketing strategy in a meta where it takes years to make a game and they decide to completely skip the marketing phase. We go into a bit of the 2026 Highguard controversy and lack of pre-launch hype.
In this video, we cover:
- Why the "Shadow Drop" is a nonsense marketing tactic in 2026.
- Highguard Analysis: How a disastrous Game Awards reveal and total silence killed a hero shooter.
- Diablo 2 Resurrected: Lessons learned from a messy marketing rollout.
- The psychology of Video Game Hype and why "Discovery" is harder than ever.
- How indie and AAA studios SHOULD be marketing their games for maximum sales.
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Editor / Videographer: Devin Nash
Thumbnail Artist: Devin Nash
#marketing #videogames #GamingNews
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