Scott Tepper: For Hype’s Sake!
I have a confession. Maybe you should sit down, first. Now, brace yourself………I
It’s getting to the point now, that members of my game group are writing me emails, and walking in my door on game day saying, “There’s one game that I really want to try this week, and I’ve seen it on your shelf: Agricola”. Then I have to throw burst their bubble with the sad truth that I have neither read through the rules yet, nor done any of the paste ups.
It’s not that I mind reading rules, or printing, cutting out, and applying hundreds of stickers. Actually, that sort of task is kind of meditative for me. I spent weeks doing the translations and stickering over the cards in Objets Trouves so it could be played by non-French speakers at The Gathering. The sad truth is that I simply haven’t had much free time in the last couple of months. What with the holidays, my roommate moving out (any gamers in Chicago want to rent a room? My place comes with a library of 700 games!), throwing together my New Year’s Eve party, and family and a friend coming to visit last two weeks, it’s all I can do to remember to eat. (ok, that’s an exaggeration. Unfortunately, my belt has been complaining that I’ve been eating all too frequently).
So it’s with a twinge of jealously that I read about everyone and their sister playing and loving Agricola. The hype that develops and surrounds a new good game doesn’t bother me like it bothers some people. This is in part due to the severely limited amount of advertising that is done in the boardgame industry.
If a new car is being introduced to the market, you can be assured that you’ll soon see pictures of its exterior, interior, and even CGI blowups of the engine every 8 minutes during the commercial breaks of your favorite show. Dannon is introducing a new yogurt? Try to open a magazine without seeing a svelte model seductively licking a spoon. But how would you know that there’s a new game by Uwe Rosenberg?
For the most part we learn about new games from only a handful of sources. Since there are so many games that come onto the market each year, if a game consumer wants to be a savvy shopper, they will want to cull through as much information as possible before making a purchase. That’s where word of mouth comes in. I think the majority of gamers want to inform their brethren when they come across something they enjoy.
When a game is “good”, more people will give the game a try, and like the old Faberge shampoo commercial, they’ll tell two friends, and they’ll tell friends, and so on… And so it becomes viral marketing. The flip side is when gamers want to warn others to avoid a stinker of a game. When that happens, fewer people will try the game, and so there will be less written about the game to prompt others to try it.
The big question is “When does word of mouth become hype?”
We saw hype happening with Caylus a few years back. Some people saw that positive word of mouth was gaining more speed about this game than was usual, and all sorts of interesting Caylus-related posts started springing up on the internet. Surprising, one of the laws of physics seems to apply here, and diametrically opposed posts started appearing as well. Some people started making posts protesting the fact that Caylus was receiving so much positive press.
The same sort of thing is happening with Agricola. A lot of people seem to be enjoying the game, and some people seem to be unhappy about that fact. The doubters focus on the negative connotation of hype, and decry the positive press. Aside from shillers, and fake reviews (that’s a whole ‘nother issue!), I don’t have a problem with people writing about games that they like. How else would I find out about them?
© 2008 Scott TepperComments:
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Scott - The good news is that you don’t have to do most of the paste-ups to play Agricola. If you play the ‘family’ version of the game, which I recommend doing first, you don’t use the minor improvement or the occupation cards which together total more than 90% of the cards. The rest shouldn’t take long to paste up. After you’ve played the family version, you can paste up the minor improvement and the occupation cards. You don’t need to do them all, though. You can start with the E cards (the easy ones) and leave aside the others - the I and K cards (the intermediate and complex ones, if I remember correctly). You can get at least few games just using the E cards before you need to move onto the others. One more thing… You may be tempted to paste-up the board but it my experience it’s quite unnecessary. After a round or two it’s pretty clear what the spaces on the board do. - Rick Posted by Rick Thornquist on Jan 21, 2008 at 01:58 AM | #
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I just printed out all the cards and preprinted boards for the different numbers of players from the geek. It took some time to cut them, but not that bad really. Posted by Lee Fisher on Jan 21, 2008 at 08:47 AM | #
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Hmmmmmm...maybe it won’t be so long before it hits the table now. Thanks, Rick! Posted by Scott Tepper on Jan 21, 2008 at 09:26 AM | #
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Scott, Brian (BGG user pwn3d) has a really nice version done with even the board pasted up. Come out to the burbs (he plays at Games Plus) and you can play his copy. IMHO the secret to getting to play many different games is to not have to read them all yourself! Posted by Ray Petersen on Jan 21, 2008 at 10:08 AM | #
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Agricola? That game is so last week’s news. I’m surprised anyone still playing it. :-) Posted by Peter Stein on Jan 21, 2008 at 10:13 AM | #
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We’ve played/play it a lot around here. We love it, it’s a great game. We’ve never felt a reason to discount a game because it was hyped. We “play” it and determine for ourselves what it merits. Non-conformism for the sake of non-conformism is just another form of conformism. Posted by Michael Chapel on Jan 21, 2008 at 10:38 AM | #
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Don’t feel so bad, Scott--I’ve only been able to play a single solo game since I got my copy of Agricola, and I don’t even have to do all the paste-ups. My main gaming group is just too involved in playing prototypes to get many finished games to the table lately, and then usually only a couple of times before we’re ready to discover the next thing (I’ve still only ever played Caylus three times!) Posted by Jeff Allers on Jan 21, 2008 at 10:46 AM | #
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I haven’t played mine yet either - I found a copy online, bought it, printed out all of the paste-ups...and it languishes in the Race for the Galaxy void. I’ll bring both to Randycon though. Posted by Jimmer Sivertsen on Jan 21, 2008 at 01:52 PM | #
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I think the “hype” issue arises most often when the game itself is very limited. The few who have access to the game and can play it may discuss it a standard amount, but those without access might have their interest peaked. While they’re waiting for it to become available, they then look around the Net for whatever information can be found… contributing to the “buzz” about the game. Posted by Matt J. Carlson on Jan 21, 2008 at 02:05 PM | #
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I think that might have something to do with it, Matt, but only looking won’t really contribute to “buzz”. People have to start making a conscious effort to communicate about the game. Posted by Scott Tepper on Jan 21, 2008 at 03:01 PM | #
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Scott, if and when you get around to playing, please try the Family Game first.... 1) You can do it only needing translations for the 10 Major Improvement cards, and 2) it’ll help you understand how the Agricola engine works without getting you confused with all the cards… The game is much better with the minor improvement and occupation cards IMHO, but it can be an extremely frustrating experience to try to jump right in. One or two games spent on the Family Game is well worth it in my book so that you can learn the basic rules and interactions of the game mechanics before you start changing everything with the cards… So… since you have a spare bedroom, I’ve got somewhere to crash the next time I’m in the Windy City? Dale Posted by Dale Yu on Jan 21, 2008 at 03:07 PM | #
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Scott - On the subject of the word of mouth and hype… It wasn’t long after my positive review of Caylus was posted that people started moaning that the game was getting too much hype - and I was the one responsible. As I recall, I wrote about the game all of twice before it was released at Essen. I never hyped the game - I never created excessive publicity or made any exaggerated or misleading claims about the game. I simply gave it a review and concluded that I thought it was an excellent game (and by the game’s current rank as #5 on BGG, it seems that some others agree with me). The negative reaction amused me greatly as, near as I could figure out, most if not all of the naysayers had never played the game. They just didn’t like the fact that a game could get so much positive press. I just thought this to be silly. There’s a problem because lots of people like the game and are writing about it? I’m not sure what people are supposed to do if they come across a great game - not talk about it? Would it have been better if I had just said nothing about the game in the first place, even though I knew it to be very good? My favorite bit about the Caylus story was about one particular chap who was quite vocal about his annoyance with the Caylus ‘hype’. After he finally played the game he grudgingly admitted that he thought it was a pretty good game. I just smiled. - Rick Posted by Rick Thornquist on Jan 21, 2008 at 04:00 PM | #
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"Hype” has an interesting arc. It usually begins because someone genuinely is exciting by something—a game, movie, book, new restaurant, etc.—and wants to share his or her enthusiasm. More people become interested, perhaps excited, and want to share their enthusiasm as well. As the buzz generates, observers start complaining about flurry of positive posts, while others begin complaining about the complainers. Soon everyone grows weary of the whole conversation and wishes it would just go away. What is clear to me is that the phenomenon of hype becomes less and less about the thing originally hyped and more about the hype itself. Hype can distort, confuse and sometimes blind one to the qualities that merited the hype in the first place. That is why I wish I had a hype-proof suit (prefeably one that matches my x-ray goggles and hyperspeed boots). Because I don’t own such a suit, I pre-ordered Agricola even though I didn’t enjoy it that much when I played it a few months ago. Hype convinced me that I must have been wrong in my initial judgment (we were, after all, playing with a hastily pasted-up version on a long table that made viewing all the cards difficult). I managed not to get caught up in the Caylus backlash and still enjoy the game. I’m hoping that I’ll be able to see clearly through the Agricola hype and be able to determine whether or not its the year’s greatest game. Posted by Roger Yim on Jan 21, 2008 at 04:54 PM | #
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I love the Great American Hype Machine! It’s the best game of all :) I think Caylus well well deserving of the “hype” it got. I think Agricola is even more so. Then again, play it for yourself and see. :) Posted by Dave Kudzma on Jan 22, 2008 at 01:24 AM | #
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Implied in my comment (but not clearly stated - sorry) was that people looking into a fancy new game on the horizon will tend to also post their thoughts about it (even if they haven’t played it… they can comment on the rules, etc… discuss if they’re looking forward to it...) Also, since the demand is high for information, any commentary on the limited supply of games is highly read. So any specific article on a hyped game will tend to have a larger readership than a lesser “hyped” game. This may even mean a “hyped” game has about as many articles (containing real information) posted about it as a less “hyped” game, but because more people read it, more (of the same) information is being transmitted around the net than would be for a less “hyped” game. Posted by Matt J. Carlson on Jan 22, 2008 at 09:36 AM | #
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