Highguard is being released today after several weeks of near radio silence following a sudden unveiling at The Game Awards. It has proven to be a troublesome period for Wildlight, the game’s developer, owing to many doubting the validity of the game itself. It has received almost zero marketing beyond the initial trailer drop.
Recently, an invite-only event was held in Los Angeles for creators and industry personalities to get hands-on with the title. Naturally, doubters have pushed the rhetoric that they’re only hyping the game up because they were invited to this all-expenses-paid event and handed a bag of cash.
It seems that wasn’t the case, at least for some.
Were Creators Paid to Play Highguard?
It might not be the case for every creator, but in a post on social media, TheMacroShow revealed that they weren’t paid a dime to attend the Highguard event in Los Angeles.
Further, Macro stated they were offered money to make a video on the game, but ‘refused because I wanted my audience to have my real opinion on the game.’
It was then claimed that Wildlight didn’t provide a flight, hotel, or ‘even an Uber’ for the event, and that the only ‘compensation’ received was a ‘sandwich during the lunch break.’
Macro wrapped up his statement by stressing that he ‘genuinely had fun playing this game.’
Unfortunately, his comment was mostly lost in a gargantuan sea of messages from creators far and wide, all pledging their allegiance to Highguard and declaring it a phenomenal game. It echoes Geoff Keighley, who has been a one-man marketing team for Highguard since he hosted the game’s first trailer at The Game Awards.
Wildlight has chosen to take one of the more controversial, inorganic approaches to marketing Highguard. It’s something that’s fast becoming despised by gamers worldwide, and it’s focused entirely on hosting creator-backed events and campaigns to promote a game at launch.
In one comment, user ‘KingdumbHD’ wrote:
All the random online influencers and game journalists suddenly praising and trying to hype up Highguard really does feel like the most unnatural, fake ass marketing Ive seen in a long while. Like why would I trust any of their opinions when you’ve obviously paid them to say it.
In another, a response to a creator hyping the game, Vurkkz wrote:
dude is absolutely being paid to promote the game. there’s also a few content creators out there that are “super excited for highguard” I truly hate how bought modern multiplayer games are. Absolutely no organic growth at all anymore.
Highguard will be released later today.
Do you think Highguard is dead on arrival, or do you have high hopes for the game? Let us know your thoughts on the Insider Gaming Discord server.
For more Insider Gaming coverage, check out the news that State of Decay 3 is ‘coming on well’
Grant has been gaming for 30+ years and in the industry for 10+. You'll probably find him playing a post-apocalyptic game or an extraction shooter somewhere.
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