We've all seen it happen before - an announcement hypes everyone up to the point where imagination takes over, and Ubisoft were way too slow to react.
Assassin's Creed: Valhalla was never meant to be a proper gameplay demo, although most viewers ended up expecting just that on Inside Xbox.
The announcement had everyone excited, which is nothing out of the ordinary, but with everyone talking about it and openly speculating, expectations were simply too high by the time Assassin's Creed: Valhalla aired.
It wasn't until hours before Inside Xbox that the game's executive producer Ashraf Ismail went public and said it's just a brief teaser, rather than an extensive gameplay demo.
Following Inside Xbox he wrote, "You rightfully expected to see more today. We have a long marketing campaign ahead of us, you will see in-depth gameplay and get a lot more info about the game. Thank you for your excitement and passion! Be patient with us and be kind. It will be worth it!"
Microsoft clearly felt the burn too, and they received a fair share of that criticism. Their response, however, shows how far they've come in just about every aspect, customer feedback included.
"Had we not said anything & just shown May Inside Xbox show like we did last month, I suspect reactions might have been different. Clearly we set some wrong expectations & that’s on us. We appreciate all the feedback & can assure you we will take it all in & learn as a team", wrote general manager of Xbox Games Marketing Aaron Greenberg.
Ironically, they should've taken Phil Spencer's advice that if you have a choice of what to overdo and what to play down, you should always underpromise and overdeliver, rather than vice versa.